The impact of advertising is significantly increased by multi-channel news consumption, with the recall of readers of newspapers and tablet editions increasing 137%, according to a new study by News UK.
The News UK research, Influence, conducted by Sparkler among a sample of 3,000 Times and Sun readers, looked at news consumers on different channels and measured their response to advertising messages, depending on the platform that they were reading.
Coined as the "tablet multiplier effect" the data showed significant uplift among multi-channel news consumers compared to those who only read news on one platform.
The analysis of readers of news on both tablet and print showed that recall, those who recognise adverts, increased by up to 137%. Call to action, adverts which make a reader more likely to make a purchase, increased by up to 176% and the halo effect, the extent to which an ad which makes the brand more reputable, increased by up to 61%.
Newspaper readers who consume content both in print and on tablet were found to be more responsive to advertising messages and more committed to newspaper brands, according to the research.
In addition, the research showed that the emotional commitment towards newspaper brands themselves also increases when readers consume both paper and tablet editions.
Compared to print-only readers, multi-channel readers showed far stronger responses to their chosen news brand. Influence increased by 61%, trust increased by 39%, affinity increased by 73%, and appeal increased by 41%.
Abba Newbery, director of advertising strategy for News UK Commercial, said: "For advertisers looking to run a successful multi-channel campaign this is great news and shows that readers who access their favourite newspaper via both print and tablet develop a stronger relationship with their newspaper brand and also a more positive reaction to the advertising it carries.
"Furthermore, despite digital content continuing to increase, our research confirms that print newspapers still play a vital role when it comes to influencing their readers."
The study concluded newspaper subscribers are demonstrating greater levels of loyalty, consumption and engagement with newsbrands, and that tablet editions are acting as a "print enabler" not a print replacement.
It comes as penetration of tablet editions of newspapers continues to rise, and News UK’s digital platform for The Sun joined stablemate The Times as part of a subscription-only service in August 2013.
Conducted by independent agency Sparkler, the quantitative and qualitative research set out to explore the key role that newspapers play in people’s lives today and what that means for advertisers.
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