Search »

Study: New Media Still Less Influential than Old

Most consumers still say that mainstream media is the most influential for building awareness, according to new consumer research. The study, a combined effort between WPP Group’s Kantar Media Research and Pointlogic, looked at 33 media channels, ranging from radio, TV and print to sampling, promotions and direct marketing, writes MediaPost.

TV was recognized as the No. 1 medium for building awareness, with 43 percent rating is as excellent or very good. Magazines, newspapers and radio followed, at 31 percent, 29 percent and 24 percent respectively.

When it comes to helping consumers decide whether to trust a brand, TV ranked first, followed by newspapers and magazines.

Video games, video-on-demand, interactive TV and streaming online video scored between 2 percent and 5 percent on the same measures. Such new media has a more profound impact on those who are heavy users. For example, 12 percent of video game players give the medium high ranks for driving awareness, while 18 percent of interactive TV users say it is effective at conveying trust.