RESEARCH PROVES NEWSPAPERS’ EFFECTIVENESS IN DELIVERING VITAL COVID-19 PUBLIC INFORMATION MESSAGES

– Government newspaper advertising during pandemic successfully keeps public informed on key developments and complex details

New research has shown that newspapers play a highly effective role in delivering timely and complex Covid-19 public awareness messages to the public. Since the onset of the coronavirus pandemic in March 2020, the Irish government have been communicating Covid-19 public health and information messages via full-page advertisements in Ireland’s national and local newspapers. Independent research conducted by international research company, Research and Analysis of Media (RAM), has shown that these advertisements outperformed all other similar ads in achieving above average recall, recognition, engagement, and action. The online survey was completed by an independent panel of 750 respondents. 77% of readers recalled the full-page public….