Since 1992, when commercial TV was introduced in Norway, the market for advertising has increased dramatically. The local and regional newspapers are struggling to keep up with the pace of the total market.
The market has become even more professional and the demand for more documentation is greater than ever. The market hungers for more information and documentation. Readership figures and coverage is one thing – ad effectiveness is something quite different. Advertisers, ad agencies and media agencies have always wanted an answer to the question: Does our newspaper ad work? And if so, how? Newspapers have been good at providing readership figures, coverage in various target groups, reading of various pages (page traffic) and ad recall studies. But how does the advertisement work? What does it do to the brand? What does it do to sales? How does it contribute to a long-term brand building strategy? A number of the largest local and regional newspaper syndicates in Norway (Fire Store, NR1 Samkjoringen, Mediasite, Aftenposten and Media Nor) have initiated a major effect measurement project- in collaboration with MBL-Avis , to address these needs. With support from Norske Skog (the paper producer), who will partly finance the project, the ambition is to measure effectiveness and provide unique insight into how the newspaper channel functions as an advertising medium, over a period of three years. TNS Norsk Gallup has been commissioned to design the projects research framework and execute the fieldwork and analysis.
Symposium: 2005: Prague, Session 3 - The Advertisers Perspective
Authors: Sandvik, Ingvar
Organisations: TNS Gallup
Topics: Advertising Effects