2013 Nielsen National Cross- Media Engagement Study

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1 2013 Nielsen National Cross- Media Engagement Study Introduction This report studies the increasingly important question of audience engagement and in so doing moves beyond more traditional metrics of overall audience or demographics. The survey compares the nature of audience engagement with different major media on several key metrics, including comparing the ability to engage consumers with advertising, the level of trust people put in different media and whether people find the content they encounter makes their life better. The side- by- side ad scoring, among other things, can help different media see where there opportunities for more engagement. The findings can also aid advertisers and agencies assess which media help consumers seek and respond to advertising. The findings show that entertainment platforms engage consumers frequently, but news, particularly from newspaper media, are viewed as more trustworthy and have distinct advantages in the efficacy of the advertising they provide. The findings also show how much growth potential exist for different media in extending their reach and engagement through mobile. This online survey of 5,000 adults conducted by Nielsen and underwritten by the Newspaper Association of America, was fielded from December 9, 2012 through January 8, 2013 and the margin of error is 1.4%. Overall Engagement Americans consume a wide range of media, but their feelings about the trustworthiness of what they consume, the extent to which it adds value to their life and whether they respond to advertising varies substantially by source, according to the new national survey. U.S. adults, for instance, spend a good deal of time with social media and they feel it enhances their connectedness to other people. But the same people don t consider it as trustworthy or as ethical a source as other forms of media, according 1

2 to the survey by Nielsen, which examined 11 different metrics for engagement. Newspaper media, while not accessed as often, score higher on most of the metrics for engagement, including trust, public service and all four measures of advertising efficacy. Indeed, overall, newspaper media print and web scored highest of all media on overall engagement. Of all media, local television, including entertainment programming, continues to have the highest overall audience. In all, 9 out of 10 adults watch content carried over traditional network affiliated local broadcast stations every week (ABC, NBC, CBS and Fox). Eight in ten Americans (82%) also listen to the radio each week. Almost as many, 78%, consume content from local and national newspapers in print or online. Similarly, 80% say they watch cable TV content of some kind each week and 73% say they spend time with social media such as Facebook. Weekly Consumption All Sources Net: All Local TV 90% Net: All Local Radio 82% Net: All Newspapers Print/Online 78% Cable TV 81% Local NBC TV 77% Local ABC TV 77% Local CBS TV 76% Social network 73% Local FOX TV 73% Local music radio 73% Local newspaper 66% National news website 60% Local TV news website 52% Local news radio 52% Local newspaper website 48% Local talk radio 44% Twitter/Blogs 32% Cable television leads all sources in how often people consume. On average, Americans said they watch cable TV programming (entertainment, sports or news) 4.22 days per week. Social media came next 3.92 days per week. People access newspapers on average 2.69 days per week. 2

3 But how they engage with that media looks quite different. Overall, on eleven different metrics of engagement including trust and ethics, how connected it makes people feel, the value or inspiration it adds to life and the effectiveness of the advertising newspaper media scored highest. 1 Aggregate Engagement Scores Newspapers Print/Web 43% TV/TV Web 37% Radio 41% Internet 41% Total 40% When asked whether different media are trustworthy, for instance, 56% attributed that quality to newspapers (print and online). National print newspapers ranked first (58%), followed by local print newspapers and national newspaper websites and local radio news (56%). Media Rating: Trustworthy National newspaper 58% National newspaper website 56% Local newspaper 56% Local news radio 56% Local newspaper website 55% Local talk radio 55% National news website 54% Local TV news website 53% Local CBS TV 52% Local ABC TV 52% Local music radio 52% Local FOX TV 51% Cable TV 51% Local NBC TV 51% Twitter/Blogs 46% Social network 37% 1 The average engagement is calculated by averaging all the engagement measures (7-10 on a 10 point scale) for all weekly readers/viewers/users of the given property. 3

4 National print newspapers ranked highest among all media (at 54%) when people were asked which source operated in an ethical manner and have the public s best interest in mind. They were followed by local radio and local newspapers (53%). Media Rating: Ethical/Public Interest National newspaper 54% Local newspaper 53% Local news radio 53% National newspaper website 52% Local talk radio 52% National news website 52% Local newspaper website 51% Local music radio 51% Local ABC TV 50% Local TV news website 49% Local CBS TV 49% Local NBC TV 49% Local FOX TV 48% Cable TV 48% Twitter/Blogs 44% Social network 39% National newspapers ranked first again (at 42%) when people were asked to which media inspire me, followed by twitter and blogs (41%). Next came the online version of national newspapers, local television and local talk radio (39%), followed by other local radio (music and news). Local newspapers came next at 33%, print and online. 4

5 Media Rating: Inspires Me National newspaper 42% Twitter/Blogs 41% National newspaper website 39% Local talk radio 39% Local news radio 36% Local music radio 35% Social network 34% Local newspaper 33% Local newspaper website 33% Cable TV 33% National news website 32% Local TV news website 32% Local TV (avg.) 29% When asked whether what media make my life better, national newspapers again ranked No. 1 (46%), followed by local music radio (45%), talk radio and blogs (44%). Local newspapers came next 42%. Media Rating: Makes Life Better National newspaper 46% Local music radio 45% Local talk radio 44% Twitter/Blogs 44% Social network 43% Local newspaper 42% National newspaper website 42% National news website 42% Local news radio 41% Cable TV 41% Local newspaper website 38% Local TV news website 38% Local TV (avg.) 36% 5

6 Advertising Engagement Where newspapers and their websites stood out most was in the efficacy of advertising. On a scale of different metrics of advertising effectiveness including usually notice ads, likely to purchase, and best place for Black Friday shopping - - the average score among American consumers 18+ for all media across all measures was 35%. This percentage represents those who much agree to strongly agree with that statement, i.e., the percentage of consumers rating from 7 to 10 on a 10- point scale. Newspapers (in print) were nearly 20% higher than that average, at 41%, also higher than average with their websites (39%). Radio scored 34%, television averaged 32%, and online- only sites 33%. Aggregate Advertising Scores Print Newspapers 41% Newspapers Print/Web 39% Radio 34% Internet 33% TV/TV Web 32% Total 35% Newspaper- generated content in newspapers and newspaper websites generated ad engagement scores that exceeded those of other media. The following table expresses those scores on indices where 100 equals the norm: 6

7 Average Ad Engagement Index Newspaper Generated Content 112 Local newspaper 119 National newspaper 117 Newspaper websites 106 Social Media 100 Microblogging website (e.g. Twitter) 110 A social network website (e.g., Facebook, Google+, Foursquare 89 Other Media 95 Radio 100 Local TV news websites 96 Cable TV 94 Local TV news websites 93 National news website 89 These relationships remain in place when media are aggregated by the source of content across platform (i.e. TV stations and their websites). Average Ad Engagement Index Newspapers and newspaper websites 112 Radio and their webcasts 100 Social Media 96 Television and their websites 94 In percentage terms, these aggregated scores show that newspapers and newspaper websites together rated 12% higher on how engaged audiences were with advertising than the media overall on average and 16% larger than that of social media together. There are different components of advertising engagement. It begins with whether audiences notice advertising. When asked whether people usually notice advertisements, local newspapers scored 48%, followed by national newspapers (46%). Local talk radio came next, with blogs/twitter (42%), then local radio news (41%). 7

8 Media Rating: Usually Noticed Advertising Local newspaper 48% National newspaper 46% National newspaper website 43% Local talk radio 42% Twitter/Blogs 42% Local news radio 41% Local newspaper website 40% Cable TV 39% Local TV (avg.) 39% Local music radio 38% Local TV news website 38% Social network 37% National news website 36% One critical question, particularly in a crowded media market place, is whether advertising makes consumers more likely to purchase. On this metric, 35% said yes to local newspapers and national papers, as well as blogs. Next came the websites of both newspaper types (33% national and 32% local) followed by local talk radio. Media Rating: Likely to Purchase Local newspaper 35% National newspaper 35% Twitter/Blogs 35% National newspaper website 33% Local talk radio 32% Local newspaper website 32% Local news radio 29% Local TV news website 28% Cable TV 26% Local TV (avg.) 26% National news website 26% Local music radio 25% Social network 25% 8

9 Another factor in a crowded user controlled media environment is whether people find advertising irritating. The survey asked if people found the advertising in a given media very annoying. Here the goal for a media form is to score low. Local newspapers scored lowest (31%). Social media here scored highest 45%, followed by blogs and twitter (45%). Media Rating: Advertising Annoyance Social network 46% Twitter/Blogs 45% Local music radio 41% Cable TV 40% Local news/talk radio 39% Local TV news website 39% Local TV (avg.) 39% National news website 39% National newspaper 38% National newspaper website 38% Local newspaper website 37% Local newspaper 31% The survey also asked about intentionality, or whether at a particular time whether advertising in different media was the best place to get useful information [about] sales, store hours and special offers. Given the timing, the survey asked about Thanksgiving sales. Nearly two thirds of adults, 63%, named local newspapers as the most effective place to learn about sales and store information. Local newspaper websites were second (47%). Together, these two ad environments were preferred by 55% of consumers for holiday shopping. 9

10 Media Rating: Black Friday Shopping Local newspaper 63% Local newspaper website 47% Twitter/Blogs 46% National newspaper 43% Local news/talk radio 43% National newspaper website 41% Local TV news website 41% Local TV (avg.) 39% Social network 39% Local music radio 35% National news website 32% Cable TV 30% The next closest were microblogging sites such as Twitter and blogs came next (46%). Social media such as Facebook was 39%, creating an overall social media score of 42%. Local broadcast stations averaged 39%. Additional Engagement and Usage Findings Social media in general excelled on questions about whether it made people feel more connected. When asked, for instance, whether they felt a personal connection with a media, 44% said yes to social networking sites such as Facebook, 41% for sites microblogs such as Twtitter, 36% for national newspapers and local talk radio, and 35% for local newspapers. 10

11 Media Rating: Personal Connection Social network 44% Twitter/Blogs 41% National newspaper 36% Local talk radio 36% Local newspaper 35% Local newspaper website 35% National newspaper website 33% Local music radio 33% Local news radio 32% Local TV news website 30% Cable TV 29% National news website 28% Local TV (avg.) 27% When asked whether a particular media enhanced my interaction with others, social networks such as Facebook ranked first (57%), microblogs such as Twitter 54%, national newspapers ranked third (41%), followed by their websites (40%), local talk radio (40%), local newspaper websites (36%) and local newspapers in print (35%). Media Rating: Enhance Interaction Social network 57% Twitter/Blogs 54% National newspaper 41% Local talk radio 40% National newspaper website 40% National news website 40% Local newspaper website 36% Local newspaper 35% Local news radio 35% Local TV news website 33% Cable TV 32% Local music radio 31% Local TV (avg.) 29% 11

12 Social media also scored highly when people asked where they go when they have time to myself. Some 58% said social networking sites (Facebook), 54% cable TV, and microblogs (Twitter 53%). Next are local music radio stations (49%) and newspapers (national print 48% and local print 47%). Here the websites of national newspapers fared somewhat better (46%) than the websites of local newspapers (43%). Media Rating: Time to Myself Social network 58% Cable TV 54% Twitter/Blogs 53% Local music radio 49% National newspaper 48% Local newspaper 47% National newspaper website 46% Local news/talk radio 45% National news website 43% Local newspaper website 43% Local TV (avg.) 42% Local TV news website 41% For newspaper- publishing companies and editors, the findings on social media provide an opportunity as much as a challenge. Social media sites such as Facebook and micro- blogging sites such as Twitter are more a platform for distributing content than a source of information. News publishers, whose content appears today on several physical and digital platforms, are as free to take advantage of those distribution networks to make connections and increase the frequency of interaction with audiences as anyone else. The findings, in other words, suggest that publishers move more aggressively into social media to make their content even more a part of people s lives. For instance, 61% of people said they had visited a social networking site in the last day, more than double any other source (Twitter/blogs was 29%, local newspaper websites 25%). The findings also reinforce data found in other research that content publishers of all sorts should move as quickly as possible to connecting with users on mobile devices (tablets and smartphones). Contrary to what some local newspaper publishing companies might initially believe, the data suggest this is a particular opportunity for growth- - one not fully taken advantage of- - by newspaper 12

13 publishers. For instance, 43% of cell phone owners said they had accessed a national newspaper website that day on a mobile phone, ahead of any other source (social networking sites were second at 37%). Only 8% said they accessed a local newspaper website on a mobile phone that day. Given that mobile is involves people on the go, walking around, local information is particularly well suited to that format. Last Time Visited Website with Mobile Phone Today Never Local newspaper website 8% 51% Social network 37% 32% Twitter/Blogs 35% 25% National newspaper website 43% 9% National news website 9% 52% Local TV news website 8% 52% Newspaper publishing companies appear to be making somewhat more progress on tablets. Fully 44% of tablet owners said they accessed content from a national newspaper in the last week and 41% from a local newspaper, though here, too, social media ranked first (57%). Last Time Visited Website with Tablet Today Past Week Never Local newspaper website 13% 28% 31% Social network 27% 30% 21% Twitter/Blogs 18% 30% 25% National newspaper website 14% 30% 26% National news website 12% 29% 31% Local TV news website 11% 29% 33% Subscribers and Single- Copy Buyers While the survey generally examined newspaper- generated content as consumed on digital as well as physical forms, it also probed engagement levels for local newspaper readers by how they obtained their copies: through subscriptions, single- copy purchases or by obtaining a copy in some other way. In all instances, subscribers and single- copy purchasers were more engaged with newspapers than those who did not purchase it themselves, so- called pass along users. Interestingly, single- copy buyers and subscribers engaged with newspapers at similar levels. 13

14 Both subscribers and single- copy buyers, for instance, were equally likely to rate local newspapers as trustworthy (59%). They were also equally likely to agree that papers operated in an ethical manner with the public s best interest in mind (56%). Subscribers and single- copy buyers were both more likely to say the newspaper enhances interaction (38% and 37%, respectively) than others (28%), and also agree that the newspaper inspires them. There were some differences between the engagement of subscribers versus those who bought the paper in single copy form. Subscribers were more likely to turn to the newspaper when they had time to themselves (54%) then either single- copy buyers or others. Subscribers were also more likely to agree that the newspaper makes their life better (47%), and that they have a personal connection to it (38%). Local Newspapers: Engagement by Source of Copy Total Subscribers Single- Copy Buyers Obtained Some Other Way Trustworthy 56% 59% 59% 46% Ethical Manner/Public Interest 53% 56% 56% 43% Time to Myself 47% 54% 47% 35% Make Life Better 42% 47% 43% 32% Personal Connection 35% 39% 36% 27% Enhance Interaction 35% 38% 37% 28% Inspire Me 33% 35% 37% 24% For advertising, both subscribers and single- copy buyers were similarly engaged with local newspapers as a source of useful information for shopping on Black Friday (69% and 65%, respectively). And half of those who obtain their copy in a different way also agree that it is a useful source for that holiday shopping event. 14

15 Local Newspapers: Ad Engagement by Source of Copy Total Subscribers Single- Copy Buyers Obtained Some Other Way Black Friday- Useful Information 63% 69% 65% 50% Usually Notice Ads 48% 51% 49% 40% More Likely to Purchase 35% 38% 38% 27% Ads Very Annoying 31% 34% 27% 30% There is little difference between subscribers and single- copy buyers in their likelihood to notice ads (51% vs. 49%), and no difference for likelihood for making a purchase (38%). One area of difference among subscribers and single copy buyers was on the irritation level of advertising. Subscribers were more likely to agree that ads are very annoying (34%) compared with either single- copy buyers (27%) or others (30%). Notes on Methodology The findings come from of an online survey of 5,000 adults conducted by Nielsen and sponsored by the Newspaper Association of America. This survey utilized an electronic methodology with online panel respondents. The survey was fielded from December 9, 2012 through January 8, The margin of error is 1.4%. Content within this data set may overlap in certain instances with other data sources and surveys both custom and syndicated. Individual numbers may not match other sources due to differences in one or more of the following: Sample base Method(s) of recruitment (phone, online, in- person, mail, etc.) Wording of the question Periodicity (daily, monthly, quarterly, semi- annual, annual) Individual vs. Household base 15

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