Nielsen survey ranks consumer confidence

PARKERSBURG – A national cross-media survey shows newspapers to be among the most effective platforms for advertising and consumer confidence.

The 2013 Nielsen National Cross-Media Engagement Study, first published in April, compares the nature of audience engagement with different major media on several key metrics, including comparing the ability to engage consumers with advertising, the level of trust people put in different media and whether people find the content they encounter makes their life better.

The online survey of 5,000 adults conducted by Nielsen and underwritten by the Newspaper Association of America, was fielded from Dec. 9 through Jan. 8 and has a 1.4 percent margin of error.

The findings show that entertainment platforms engage consumers frequently, but news, particularly from newspaper media, are viewed as more trustworthy and have distinct advantages in the efficacy of the advertising they provide.

“This Nielsen study validates what our message has been all along, that our newspaper delivers trustworthy and ethically sound news stories to our readers, while being the best vehicle for our advertising partners,” said Jim Spanner, publisher of The Parkersburg News and Sentinel.

The survey found while the percentage of people receiving news from television and radio were higher, the perception of newspapers as being more trustworthy and of adding value was higher.

“Our local businesses have many advertising options, but the Nielsen study shows that newspapers are still the strongest outlet for advertising,” said Matt Tranquill, advertising director for The News and Sentinel.

The survey focused on four areas of advertising engagement: trustworthiness, usually noticed advertising, likely to purchase and ethical-public interest. In all areas newspapers scored higher than other forms of media.

The survey created an an aggregate advertising score based on those percentages, with a score of 100 being considered average.

The survey found newspapers scored 19 points higher than average on an index of ad engagement, with music radio scoring at average, local television four points below average and cable television six points below average.

“One of the most important findings of the Nielson Study is that newspapers scored highest among other media’s with average ad engagement. This shows that people are paying attention to what our advertisers are marketing,” Tranquill said. “It is impressive that newspapers still have the most noticed advertising. After all, getting noticed and being on the customer’s mind is a large part of business.”

The survey also specifically noted during after-Thanksgiving sales, one of the busiest sales periods of the year, nearly two-thirds of adults or about 63 percent of those surveyed said local newspapers were the most effective place to learn about sales and store information. Local newspaper websites were second at 47 percent, and the two together were preferred by 55 percent of respondents.

“The results of the Nielson study are another way to show that people often turn to the newspaper for local advertisements,” Tranquill said.