Innovative Advertising Solutions Blog

Innovative Advertising Solutions

The magic of advertisements rests not in time spent, but content recalled

10 March 2013 · By Suzanne Raitt

When evaluating the effectiveness of advertising in different media, quality trumps quantity of time spent, research shows.

I don’t spend most of my time with the people I love. I spend the most time at work. Followed next by sleeping.

I would not conclude, therefore, that time spent is a metaphor for what engages me, what drives me, and what I like best.

When it comes to media, many pundits imply that time spent with each medium should be related to dollars spent. The argument that follows is that newspapers get a disproportional amount of ad dollars based on time spent (vs. other media).

If this “time spent” metric is not telling in personal life, why would it apply to media? The simplistic answer is: If you like something, you spend more time with it.

Each medium is different and, therefore, provides a different experience. Television, for instance, allows the viewer to undertake other activities while using it (i.e multi-task).

So, while I spend time with television, I might be distracted and doing other things half the time or three-quarters of the time, or I might barely be concentrating on the TV at all.

Newspapers (and newspaper sites) provide content. When you are provided with the opportunity to read, it is fully engaging. Now try to compare the two time-spent experiences. They are so different. So time is not the right measure.

While my example is compelling, this argument is backed up by an expert in the field, Mike Bloxham, previously of Ball State University and now of the Media Behavior Institute. He mentions Wall Street gurus and their love for the time-spent argument. He points out (tongue firmly planted in cheek) how Wall Streeters tend to get things right.

Studies, printed in Admap Journal of Advertising Research (February 2012), summarise findings on net recall of ads in different media. In half an hour, net recall of ads is tracked.

In the U.S. study, TV scored 72%, Internet 14%, and magazines 38%. In a comparable study undertaken in Belgium, TV and Internet again were tracked and scored similarly (76% and 26%, respectively). Newspapers also were tracked and the net ad recall was 45%.

Given the number of ads that could be seen in a half-hour of newspaper reading (vs. the number that could be seen on television in the same time period), this is an impressive result.

Time spent does not correlate with time spent with what we love. And based on my memories of time spent with family and friends, recall is a factor.

print article send to friend

blog comments powered by Disqus
About this blog

The Innovative Advertising Solutions Blog looks at not only integrated advertising sales for newsmedia companies but the full spectrum of agency-level marketing solutions for advertisers: print, digital, package, and event sales; social media marketing services on behalf of advertisers; and behavioural targeting across a range of digital products.

Meet the bloggers

Lynne Brennen
New Leaf Media Consulting
Montclair, New Jersey, USA
send message

Adam Burnham
Senior Vice President, Interactive Sales and Services
Affinity Express
Elgin, Illinois, USA
send message

Brooke Christofferson
Vice President of Client Strategy
USA Today Network
McClean, Virginia, USA
send message

Philippe Guay
Executive Vice President, Strategic Partnerships
New York, New York, USA
send message

Darrell Kunken
Director of Research/Market Analysis
The Sacramento Bee
Sacramento, California, USA
send message

Wayne Morgan
Digital Director
Norwich, United Kingdom
send message



Blog archives

May 2016 ( 1 )
April 2016 ( 2 )
March 2016 ( 4 )
February 2016 ( 4 )
January 2016 ( 4 )
December 2015 ( 4 )
November 2015 ( 4 )
October 2015 ( 2 )
September 2015 ( 3 )
August 2015 ( 3 )
July 2015 ( 2 )
June 2015 ( 2 )
May 2015 ( 3 )
April 2015 ( 4 )
March 2015 ( 4 )
February 2015 ( 3 )
January 2015 ( 2 )
December 2014 ( 3 )
November 2014 ( 3 )
October 2014 ( 2 )

Join INMA Today
Upcoming Events
INMA World Congress
London, United Kingdom
22-24 May 2016
INMA Ideas Day on Audience Development
Amsterdam, The Netherlands
17 June 2016
INMA International News Media Conference
São Paulo, Brazil
23-24 August 2016
INMA South Asia News Media Conference
New Delhi, India
30-31 August 2016
INMA European News Media Conference
14-17 September 2016
INMA Latin American News Media Conference
Panama City, Panama
22-23 September 2016
INMA Business Strategies 2020 Conference
Chicago, United States
03-04 October 2016

More Events

Member Profiles

  • Vaibhav Maitreya

  • K. Ramana Kumar Subrahmanyam

  • Allan Marshall
    United Kingdom

  • Rune Johansen

  • Kim Warburton

  • Steve Simpson
    United States

©2016 INMA | Home | About | Contact | RSS | Privacy