News media called least effective medium for advertising

News media is less effective as a medium for advertising than other forms of media, according to a study produced by U.S. marketing research firm Experian Simmons. The study, which tracked consumer interaction with 1,000 different television, web and print media properties, found consumers were less likely to buy products advertised through news media compared to other forms of media and were also less inclined to view such products as “high quality”. However, the study also found consumers gave high ratings to the news media they use regularly on measures of trust and social interaction (whether they talk to others about what they saw or read).