A slim majority of respondents - 23% compared to 21% - said they used television rather than national newsprint to make them aware of a new product or service. And the Telegraph brand has more "stature and credibility" than a Google ad, according to the research.
Groups of respondents were shown a press ad in a neutral background, a press ad in situ within the Telegraph and a search engine listing of the advertised brand. Compared to the neutral ad, respondents were 49% more likely to describe the Telegraph ad as engaging, 14% more likely to judge it more credible, and 20% more likely to describe the ad as good humoured. Respondents said the Google listings were 63% less good-humoured than the neutral ad, 26% less engaging and 19% less credible.
The research concluded that the Telegraph adds stature and credibility to a campaign, that is unachievable via search engine advertising.
The 335,000 Telegraph subscribers were shown to be particularly profitable customers - 75% of them have made purchases through reader offers. The research was undertaken by Other Lines of Enquiry and was based on an online sample of 1,245 with 438 Telegraph readers and 807 non-Telegraph readers.
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