Three Things You Need to Know About Healthcare or Pharma Advertising in Newspapers

Kantar Media’s 2016 MARS Consumer Health Study shows that U.S. adults notice and value healthcare advertising in newspapers:

  1. There is a significant portion of the population that still relies on newspaper medium for information - 1 in 3 adults age 50+ indicate that they read or looked at a newspaper everyday
  2. Newspaper readers are paying attention to advertising - Over 43 million U.S. adults have seen healthcare advertising in a daily or weekend newspaper in the last year
  3. Adults value newspapers (ads, articles and websites) for health and wellness information - 46% value newspapers as a source of healthcare information

% of U.S. adults that value newspapers very much/somewhat as source for healthcare information:

  • 43% Newspaper articles
  • 27% Newspaper websites
  • 20% Newspaper ads

Some segments of the patient population value newspaper ads more than other media ads. Certain condition sufferers for example are more likely to value newspaper ads than television ads:

Additionally, compared to the total population, adults that value newspaper articles, ads or websites are 57% more likely to agree a lot that pharmaceutical advertisements make them more knowledgeable about medicines.

The 2016 MARS Consumer Health Study contains detailed information among U.S. adults including online and offline media usage for 100+ consumer magazines, newspapers and health-related publications as well as TV, radio, and internet usage.

MARS captures all media, including newspapers. The study delivers deep insights into newspaper readership, including estimated audience, reach and frequency for multiple national newspapers (print, digital and websites). It also measures the value of newspapers as a source for healthcare information and explores attitudes around advertising.

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