Research & Insight
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Loving Local Latest Research Confirms: People are loving local more than before and at the same time loving local media. |
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Local Matters Research British People in their habitats: an identification guide to all UK species explaining why, when and how people engage with their community. |
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Brand Maps One of the key benefits of local media is the flexibility in effectively reaching specific geographic locations. |
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Digital A qualitative study into the context and power of local digital media. |
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IPA TouchPoints A consumer centric multi media planning database. There are presentations for daily (D) and weekly (W) titles. |
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the wanted ads Core Category Project - UK wide quantitative studies looking consumer decision-making behaviour in Retail, Property, Motors and Jobs. |
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Retail The research findings show just how people are tightening their belts and the real impact on the relative importance of different factors when choosing where to shop. |
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Property The study provide insights into those who are actively buying, selling or renting a property, and looks at the critical role of communication channels in influencing specific action. |
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Motors A quantitative study looking at the attitudes and behaviour of those actively engaged in the car buying/selling process. |
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Jobs A quantitative study looking at the attitudes and behaviour of active job seekers and browsers. |
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the wanted ads - Evolution of local media in three parts |
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Stage One demonstrated the unique position of regional/local press in the current media landscape, and how advertising is more welcomed than any other everyday media. |
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Stage Two followed with a series of in-market brand tests for Dr. Oetker, Fosters, Heinz, Innocent, Lavazza and Thomas Cook, which prove that regional/local press can leverage brand communication strategy at a local level. |
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Stage Three built upon earlier stages to give agencies and advertisers fresh insights into the shared values and impact of local newspapers and their websites including in-market brand tests with Pirates of the Caribbean: At World’s End, PruHealth, Virgin Media and Waterstone’s. |
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Top Ten Facts About Local Media
- 32.9 million people read a local newspaper every week, making it the most widely read print medium in Britain. (BMRB/TGI 2011)
- There are 1,100 local newspapers and 1,600 associated websites in the UK. (NS database)
- Local media websites attract 42 million unique users each month. (NS)
- 14 million people read a local newspaper but do not read a national newspaper. (BMRB/TGI 2011)
- 71% of adults read a local newspaper. (BMRB/TGI 2011)
- Over 6,100 local newspapers (sold or free) are distributed in the UK every minute. (Advertising Statistics Yearbook 2009)
- Over 60% of people act on the ads in local newspapers. (CrowdDNA/Loving Local)
- Advertising on local newspaper websites is 77% more likely to be believed and relied upon than advertising on other websites. (the wanted ads III)
- 13.1 million more UK adults read a local newspaper (32.9 million) than listen to commercial radio (19.8 million). (BMRB/TGI 2011)
- Local press is the most effective media channel for generating word of mouth conversations. (IPA Touchpoints 3 2010)