The Atlanta Journal-Constitution Media Engagement

The Atlanta Journal-Constitution
Media Engagement Study
Conducted August 2010
N E W S PA P E R S
TELEVISION
RADIO
D I G I TA L
Importance of Audience
Engagement
Media engagement drives action. As an
advertiser, you want people who will notice
your ad and take action.
Media that engage audiences with their
content also deliver effective ad impressions
and drive business results.
The Media Engagement Study evaluates and
shows to what degree audiences are engaged
with various media, including how
well consumers notice ads and take action.
Advertising
Engagement
Overall Engagement
Measured on a 10-point scale with 7-10 being a high rank.
Eight Industry-Standard Measures Were
Used to Determine Engagement
Usually notice ads
Likely to purchase advertised products
Makes my life better
Personal connection
Trustworthy
Inspires me
Research has shown that
how engaged a person is
with a medium affects their
purchase behavior. The
more engaged with a
medium, the more
influential the advertising.
Enhances interactions with others
Use for personal timeout
Key Findings
Media Categories
Newspaper rated highest for overall engagement
and advertising engagement.
It was the second highest for weekly usage.
Radio came in second for overall engagement and advertising
engagement. Three stations stood out:
• 103FM (Urban Contemporary) and 107.5/97.5 FM (Smooth Jazz)
deliver high engagement with low overall usage. African-Americans
are a large part of their listeners.
• 750AM (talk radio station) has high weekly usage.
Television had the highest weekly usage, but it
performed low in engaging its audience in advertising
and other measures.
Key Findings
The Atlanta Journal-Constitution Properties
The Atlanta Journal-Constitution is a
high engagement vehicle.
The Atlanta Journal-Constitution is a top performer
among the sixteen media properties measured:




Highest for advertising effectiveness (43%)
Second highest weekly usage (47%)
Third highest overall engagement (43%)
Second highest for personal time out (61%),
i.e. likely to use media when I have some
time to myself
ajc.com ranked well among websites and was near the top of
the list for Likely to Purchase a Product Advertised in/on
Media and Enhances Interactions with Others.
Ranking based on percentage who rated property between 7 and 10 on a 10-point scale
Average overall engagement : average of all engagement measures (7-10 on a 10 point scale) for property’s weekly usage
Average advertising engagement: average of two advertising engagement measures (7-10 on a 10 point scale) for property’s weekly usage
Survey Methodology
A mixed methodology of 750 phone and online interviews were
conducted August 6-26, 2010
– 450 phone interviews averaged about 13 minutes
– 300 online interviews averaged 7 minutes
– Phone and online questionnaires were identical
Qualified respondents age 18+ years of age in the 20-county greater Atlanta area
– Not employed in the marketing and/or advertising industries
– Mildly engaged in some form of news media
– Counties: Bartow, Carroll, Cherokee, Clayton, Cobb, Coweta, DeKalb,
Douglas, Fayette, Floyd, Forsyth, Fulton, Gwinnett, Hall, Henry, Newton,
Paulding, Polk, Rockdale, Walton
Major media properties in the Atlanta metro
 Past week readers:
The Atlanta Journal-Constitution
 Past week website visitors:
o ajc.com
o wsbtv.com
o myfoxatlanta.com
o 11alive.com
o cbsatlanta.com
 Past week early evening
news viewers (5pm–7pm)
o WSB (ABC)
o WAGA (Fox)
o WXIA (NBC)
o WGCL (CBS)
 Past week radio listeners
o WSB-AM
o WZGC-FM
o WVEE-FM
o WKHX-FM
o WWWQ-FM
o WAMJ-FM
Page 6
For More Information
General
questions?
How did other
media
properties
perform?
How does gender, age,
income and education
affect engagement?
Contact Your AJC Account Executive
Call us: 404-526-5776
Visit us: ajcmediakit.com/engagement
Email us: advertising@ajc.com