Over the past seven years, RAM has asked a large number of panels and more than 50,000 readers to evaluate ads in Swedish daily newspapers. The results show that despite dropping audience figures, recollection of the ads is still very high, with an average of 53% for full pages, for example. Ad impact is measured using methods such as Ad Recall, i.e. how many readers remember that they have seen the ad.
"Full page ads in print media are still a very effective way to advertise in Sweden. The increasing ad fatigue that we are seeing within other media is almost non-existent there," says Staffan Hultén, Analysis Manager at RAM.
This trend can also be seen outside Sweden. Ad impact across all media is dropping, except print media specifically.In the US, 48% remember a full page ad in a daily newspaper, and in the UK as much as 63%. Even there, the statistics have been the same since 2005.
"There is a distorted image among advertisers that range and impact in some way go hand in hand. That is not true at all. Even if audience figures are dropping, advertisers are reaching out just as effectively to each individual reader when it comes to printed newspapers in particular," says Staffan Hultén.