Newspaper Ads Trounce TV in Canada

Six of ten Canadians (61 percent) say that they’d rather look at the ads in a newspaper than watch advertisements on TV, according to an Ipsos Reid national survey by Ipsos Reid for the Canadian Newspaper Association, writes MarketingCharts.

That view is shared in nearly equal proportion across all demographic groupings - gender, age, education, household income - Ipsos said.

Of the Canadians surveyed…

• 45 percent indicate that there are some days when they read the newspaper as much for the ads as for the content.
• 66 percent say they enjoy the page advertising and product/service inserts that come with newspapers.
• 64 percent often keep the inserts and flyers around for a few days so that they can re-read what’s being offered for sale or what’s on special.
• 70 percent often search newspaper ads for information on the latest offerings and sales in their area.
• 68 percent say that they specifically look through newspapers on holidays or weekends to find out about sales.
• 49 percent say they use newspaper ads to get gift ideas for special occasions (birthdays, weddings, anniversaries).

Some more findings are available at MarketingCharts.

About the findings: This Ipsos Reid poll was conducted on behalf of the Canadian Newspaper Association from January 31 to February 4, 2008. Using an online panel, it interviewed a sampling of 1428 adult Canadians. The data have been weighted to ensure that the sample’s regional and age/sex composition reflects that of the actual Canadian population according to Census data.