Mediahuis commissions proprietary research with Opinions to deepen understanding of the effectiveness of advertising in a news media context.
Mediahuis has just released the findings of recent news media advertising research conducted with research partner Opinions. The ambition was to further understand the effectiveness of advertising in a news media context based on the impact of the trust and quality perceptions associated with news media. The nationally representative online survey was conducted in Q2 amongst n=1,514 Irish adults and is a reliable and representative resource for understanding the market.
The findings highlighted that the weekly market penetration for digital news sits ahead of newspapers and podcasts; with 2 in 3 (66%) adults engaging with digital news apps/sites on a weekly+ basis, increasing to 7 in 10 amongst those over 45. While 4 in 10 (39%) read the newspaper more than once a week, increasing to 48% for those over 45. Similarly 39% listen to podcasts on a weekly+ basis, increasing to 48% for those under 45.
Amongst regular readers/listeners/viewers of each channel newspapers are one of the most positively endorsed medium in terms of engagement sitting just behind TV and podcasts. While, 44% of those surveyed stated that they enjoy and/or take time to look at the advertising in this medium. Additionally, 2 in 10 weekly+ newspaper readers purchased something as a result of newspaper advertising.
The Irish Independent is ranked as Irelands top newspaper sitting just ahead of the Irish Times, The Sunday Independent and local news. While for digital news RTÉ followed by the Irish Independent are the top 2 most popular digital news sites. Nicola Tallant’s Crime World comes in just after “My Therapist Ghosted Me” as the second most listened to podcast gaining similar traction amongst those both under and over 45.
The research also uncovered the content preferences of the Irish public and how they engage with advertising in various media types across key media titles in Ireland. Travel, holidays and local news register the highest level of interest amongst the public; with 6 in 10 adults planning on booking an overseas holiday in the next 12 months.
Indisputably the news in all its forms plays and important role in Irish society and its stronghold continues to be trustworthiness, quality and depth. Digital news apps and sites differentiate from other channels as being a core part of day to day life and a ‘go to’ source for news updates; in contrast podcasts are more closely aligned with being easy, fun and surprising.
Both digital news and newspapers are strongly associated with being informative, interesting and serious, while we see in contrast to this podcasts are more closely aligned with being easy, fun and surprising.