10 December 2002
In a recent OPA survey among 4,980 Internet users aged 14+, 56% of online media users indicated that they are more likely to read, watch or listen to the offline component of the brand.
Users with high affinity toward a particular media Web site are even more likely to watch the companion network or read the companion publication (66%), versus only 23% of low affinity users.
The research also found that users of Special Interest (70%) and Sports (60%) sites are particularly likely to translate into offline readers/viewers/listeners of the corresponding brand.
"There is a strong inclination among online media consumers to also engage with the offline property," said Michael Zimbalist, executive director of the Online Publishers Association. "In addition, the online and offline components of a media brand are synergistic in that they reach their audiences during different times of the day. This suggests that advertisers who communicate through offline media brands can achieve greater impact by adding an online component from the corresponding Web site(s) into their media plan."
Media brand loyalty figures
The Online Publishers Association today released new data that indicates that users of branded media Web sites are more likely to read, watch or listen to those same media brands offline.In a recent OPA survey among 4,980 Internet users aged 14+, 56% of online media users indicated that they are more likely to read, watch or listen to the offline component of the brand.
Users with high affinity toward a particular media Web site are even more likely to watch the companion network or read the companion publication (66%), versus only 23% of low affinity users.
The research also found that users of Special Interest (70%) and Sports (60%) sites are particularly likely to translate into offline readers/viewers/listeners of the corresponding brand.
"There is a strong inclination among online media consumers to also engage with the offline property," said Michael Zimbalist, executive director of the Online Publishers Association. "In addition, the online and offline components of a media brand are synergistic in that they reach their audiences during different times of the day. This suggests that advertisers who communicate through offline media brands can achieve greater impact by adding an online component from the corresponding Web site(s) into their media plan."
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