Brands advertising on the paid-for Times newspaper website are likely to benefit from “significant lifts in user engagement and brand recall”, according to the paper’s owner News International.
A study by research company Promise found that readers were more engaged with both “brand and message recall” on the Times’s site, by 21 per cent and 18 per cent more respectively, compared to free-to-access sites.
According to Media Week: “Consumers in a paid-for environment were found to be more engaged with the content, have higher expectations of the quality of the content, and have a more positive response to brands.”
Compared with an unidentified free quality news site and an online “portal” over three months, times.co.uk was found to be more attractive in terms of “trust, believability, clarity, exclusivity, engagement, expectedness and ‘premiumness'”.
News International said the research involved 1,000 subscribers to times.co.uk, and 900 non-subscribers.