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Coupons #2 Most Read Newspaper Section
A recently released study by The Media Audit, a multimedia, qualitative audience survey conducted in 80+ local U.S. markets, reveals the Sunday newspaper ad inserts remain a sought out feature with consumers.
4.5.2012
January,
2012- A
new study by The Media Audit reveals the continued popularity that Sunday ad
inserts have with consumers. According to the national study, Sunday
advertising inserts are the second most read section of a daily newspaper,
behind the front page section. Among all U.S. consumers, 29.6% regularly read
the Sunday ad inserts, a figure that represents more than 43 million consumers
across The Media Audit's 80 measured markets. While
newspaper circulation figures have declined steadily over the years, there has
been a proliferation of "deal of the day" websites offering
discounted gift certificates or discounts at local or national companies. Many
daily newspapers have followed suit, providing their own versions of couponing websites
and email offers. As
FYI reported back in February, the more affluent and well educated are
utilizing coupons at a higher rate, contradicting what most would assume the
typical user might look like. The analysis among regular readers of Sunday ad inserts
revealed similar findings. Those
consumers earning below $25,000 in household income were 11% less likely to
regularly read Sunday ad inserts, while those earning greater than $50,000 were
4% more likely to read Sunday ad inserts. Furthermore, those consumers with a
college degree were 4% more likely to read Sunday ad inserts, while those with
a high school education were 37% less likely. However,
as with all coupon users, regular readers of Sunday ad inserts are more likely
to be older. According to the report, Sunday ad inserts are particularly
appealing to "Affluent Empty Nesters" and "Graying
Affluents". Among those consumers earning $50,000 or more, with no
children, and 45 years or older, 35.9% are regular readers of Sunday ad
inserts. Among the "Graying Affluent" audience - those consumers 50
years or older with a household income of $50,000 or more, 36.4% are regular
readers of the Sunday ad inserts. For more information on coupon usage, or
Sunday ad inserts, contact The Media Audit.
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