Vertis Study: Ad Insert Influence Grows

BALTIMORE—TV advertising is no longer the leading influencer of purchasing decisions for men 18 and older, as advertising inserts have become the leading medium among not only men but all adults, according to the “Vertis Customer Focus: Decade of Data” study.

The Vertis Customer Focus, a proprietary study by Vertis Communications which is marking its 10th anniversary this year, analyzes the key trends behind consumer purchasing behaviors, entertainment preferences and media usage patterns. The “Decade of Data” further underscores television’s perceived dwindling influence: In 1998, 30 percent found it to be the leading influencer of buying decisions, a level that has dropped to 22 percent.

Conversely, ad inserts have jumped markedly. In 1998, 16 percent of men and 19 percent of all adults cited inserts as influencing their purchasing decisions. Those figures are now 24 percent and 27 percent, respectively.

“With our new decade of data numbers, we can identify solid trends to help marketers understand the effectiveness, and inherent need, for integrating trusted print media into their multi-channel marketing campaigns,” notes Scott Marden, director of marketing research for Vertis Communications.

Vertis is offering a 20-page “Decade of Data” report, which is available online at www.vertisinc.com . A full report can also be obtained by answering a brief online questionnaire.