Topics & themes

Research on advertising’s larger topics and themes from audience attention to measuring effectiveness.

Attention in a quality environment

Lumen eye tracking research demonstrates the power of newsbrands to capture attention across both print and digital platforms. The findings explore the value of newsbrands’ quality environment and how newsbrand content creates attention for advertisers.

Eye-tracking, according to Lumen, allows us to see ‘’what people actually do, not what they say they do’’. By measuring automatic reactions, we can utilise these implicit responses to gain insights into consumer behaviour.

Newsbrands’ trusted quality content engages readers and this impacts how they respond to advertising, whether in print or digital formats. Lumen’s findings build on Newsworks’ own research - The battle for attention demonstrates the power of trusted newsbrands to build a personal connection and ensure that people put time aside for reading. Similarly, The company you keep research shows that the engagement, trust and personal identification that regular readers have with their newsbrand creates a significant context effect across all platforms. Regular readers are "primed" to respond more favourably to advertising due to the strong relationship they have with their chosen newsbrand.

Key findings - Digital newsbrands

The quality environment of digital newsbrands means they convert viewable time into ad views more effectively, so that the average dwell time is 30% higher on newsbrand sites versus non newsbrand sites.

  • Newsbrand sites deliver double the viewing time per page
  • Ad viewing 2.5 times more likely on a newsbrand site

Key findings - Print newsbrands

  • 75% of readers look at each print ad on average
  • Print newsbrand ads are viewed for 2.5 times longer than an average digital ad
  • Larger sizes, special formats and multiple ads per issue increase impact and dwell times
  • Standout and dwell times increase for special events like Black Friday and Christmas


If you only want one slide Complete deck
Print Digital Print Digital  

View more context research

How people buy 145x88

How people buy

An investigation into the consumer decision journey and the roles of different media along the path to purchase

Context white paper

White paper: The power of context

Newsworks and Magnetic team up to explore the quality context published media provide and how it affects brand advertising, including new analysis of the IPA databank by Peter Field.

Generation News

Generation News

Generation News explores newsbrand habits in a connected age, and provides evidence that that those habits are stronger and greater in number than ever before

The battle for attention

The battle for attention

Explores the importance of attention in a world saturated with infinite content


Get in touch

3rd Floor
3 Marshalsea Road

0203 949 7470


Keep up to date

Please take a minute to answer a few questions on our new website. The feedback you provide will help us make the website easier for you to navigate and ensure you can find the content you’re after. In addition, we’ll enter you in to a prize draw for a £100 Amazon voucher*.

Take Survey Not now Never