Newspaper Insert Advertising Survey 2012 ~The Hidden Power of Inserts~

〈 Publication Date: December 7, 2012 〉

To obtain foundational data for estimating "insert advertisements" within "Japan's Advertising Expenditures," we surveyed the actual state of newspaper insert advertisements among newspaper-subscribing households nationwide.

This report introduces not only the volume of advertising but also usage patterns.

Survey Method: Mail-in questionnaire
Survey Period: September 3–9, 2012
Survey Target: 450 samples of newspaper-subscribing households nationwide

*When setting the sample, cooperating households were recruited considering commercial districts and town size.
*Survey locations were also allocated considering the proportion of newspaper-subscribing households within the total number of households.

Key Findings (1) Advertising Volume

 

Key Findings (2) Usage Patterns

■ Advertisement Media of Interest by Gender and Age Group <Male>

Note: Survey conducted only among newspaper-subscribing households (%)

■ Advertising Media of Interest by Gender and Age Group <Women>

Note: Survey of newspaper-subscribing households only (%)

【 Summary 】

■ The Resilience of Insert Ads

The average daily volume of insert advertisements in 2012 was 12.5 pieces, a 26.0% decrease from the 16.9 pieces recorded in the 2006 survey.

Compared to the survey conducted after the Lehman Shock (2009, average of 12.7 inserts per day), this survey showed a smaller change in advertising volume.

The survey results suggest that for newspaper-subscribing households, inserts remain an effective and powerful local marketing medium.

It is considered a strong medium for newspaper subscribers aged 40 and above for men and 30 and above for women.

Going forward, it is expected to demonstrate even greater effectiveness through integration and synergy with other media, including the internet.