Research

The Benchmark Series: The powerful impact of placement

The Benchmark Series is Australia’s largest cross-media advertising effectiveness study

The initial roll out of the research shows national and metro news is a highly effective advertising channel based on its unique ability to encode brand memories.

News delivers superior advertising effectiveness and brand impact

Commissioned by ThinkNewsBrands in 2021, The Benchmark Series is an advertising effectiveness study overseen by Dr Duane Varan, CEO of audience research lab MediaScience. 

Findings of the study include: 

  • Every week 19 million Australians read news across papers or online. That’s 9 out of 10 Australians aged 14+.
  • Advertising in printed national and metro newspapers yields 8.5 times greater unprompted recall than the run of the internet
  • Print + digital news combinations generate 3.5 times greater brand lift compared to run of the internet
  • Ads placed in Total News are 2.2 times better remembered than run of the internet

Find out more and download the findings at thinknewsbrands.com.au

Research
2nd Jul

Timely, in-depth and independent research to support media investment decisions
Timely, in-depth and independent research to support media investment decisions

Market Intelligence
2nd Jul

The intel you need to make the decisions that matter most
The intel you need to make the decisions that matter most

Deep Dives
2nd Jun

Go deeper to better inform your media selection
Go deeper to better inform your media selection
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