The survey, called 'Brand Equity and Media Effectiveness Research' was conducted by NOP GfK Media and according to the publisher "is unrivalled in its scale and depth, with a bigger sample size than both the TGI and NRS surveys".
Of the 10 media included, also featuring TV, radio, national press, magazines, outdoor, internet, cinema, direct mail and leaflets, regional press came first in terms of trust and whether they carry money saving advertising.
According to the survey, this makes regional press advertising one of the most effective ways to target consumers because 48% of respondents said they would be more likely to respond to advertising in a medium they trust and 57% to creatives that help save money.
The survey also looked at consumer opinion of advertising by 72 major brands, including Ford, Tesco and Vodafone, as well as covering 12 specific categories including supermarkets, new cars and loans.
Trinity Mirror, which publishes regional newspapers, including the Liverpool Echo and the Western Mail, is now publicising the survey's findings through a direct mail campaign to more than 2,000 agency and direct client contacts and has also launched an interactive, free-to-access media planning tool at .
Gary McNish, managing director of Amra, Trinity Mirror's national sales operation for regional press, said: "This is the largest, the most detailed and, for advertising customers, the most useful survey in the history of the regional press. It is also the first to offer specific brand and category information to support media planning.
"It reveals where brands are performing and where they are not, which media are the most effective for driving response, the impact of media spend in specific regions and the purchasing patterns of existing and potential customers.
"The research is a major investment in improving the service and insight we provide to our advertising customers."
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