Eye-Tracking demonstrates the attention paid to newspaper print ads

In the digital era, it is a common misconception that digital ads beat print ads. However according to a recent study (conducted by newsworks – https://www.newsworks.org.uk/research-centre/context), print ads hold longer dwell times and drive intention to purchase.

- 75% of readers look at each print ad on average

- Print news brand ads are viewed for 2 and a half times longer than an average digital ad

- Larger sizes, special formats and multiple ads per issue increase impact and dwell time

- Standout increases for Black Friday event (84%) and Christmas period (86%)

Special formats draw attention in print newsbrands. Being inline with editorial can lead to greater attention and dwell time.

Black Friday themed ads achieve higher standout and dwell time. All print newsbrand ads standout more strongly during Black Friday period, but Black Friday themed ads are noticed

more.

This is a UK based study. If you have an US based metrics that help support these elements, we would love to hear from you.

We're a group of graduate business students exploring the importance of local newspapers and news sites, with a focus on sustainability and related business practices. We're hoping to build a community of stakeholders to help and support our research. Please reach out if you're available for an interview to share your thoughts and experiences on the topic.