TNS Media Impact study:
Americans reference multiple media before making purchases

Advertisers can significantly extend their reach by distributing their messages among multiple mediums, according to the 2004 Media Impact Study, conducted by TNS, one of the world's leading market research providers. Study results show that, in particular, the Yellow Pages can bolster an advertiser's reach by 18 to 22% when used in conjunction with other media.

The Media Impact Study identifies which media combinations produce the greatest reach for each of 155 product and service categories and measures the influence on consumers' purchasing habits of Direct Mail, Newspapers, Television, Online Services, Coupons, Magazines, Radio, Catalogs, the Yellow Pages and, for the first time, Internet Yellow Pages.

A key finding is that consumers' increased use of Online Services has caused traditional media to decline in usage; however, Internet Yellow Pages is not cannibalizing print Yellow Pages, as 85% of Internet Yellow Pages users continue to also use the print versions. When combined, the two mediums reach more than 60% of the active market.

"Different combinations of media work best for different types of businesses. In many service-related categories, the Online Services play a relatively small role, as the print Yellow Pages or Internet Yellow Pages are better suited," said Emil Morales, senior vice president and director of telecoms for TNS. "However, in the case of other categories such as airlines, hotels and auto rental, the online world may provide a one-stop shopping experience."

Print Yellow Pages ranked as a primary or secondary medium in more than 61% of the categories researched, thereby increasing its value for pairing with other media. For instance, by combining Yellow Pages and Newspapers, child/day care providers can reach 37% of the active market for consumers in need of child/day care services.

Other media showed strong combinations for many categories as well. For example, fitness and health clubs can reach 45% of the active market by combining Direct Mail and Newspaper advertising. Also, by combining Television and Direct Mail advertising, cellular telephone companies can reach 53 of the active cellular telephone market.

Taking advantage of the rise in Internet use, counselors/psychologists can reach 38% of the active market by combining Yellow Pages and Online Services. By combining Yellow Pages and Internet Yellow Pages, swimming pool contractors can reach 45% of the active population.