People who read newspapers on a regular basis spend more money on Christmas presents than those who watch the most amount of television, according to new research from the Newspaper Marketing Agency.
The study found that print readers outspent TV viewers in the Christmas run-up across a range of categories, including groceries, alcoholic drinks, household goods and confectionery.
It also claims that newspaper readers spend more than TV watchers in leading supermarkets Tesco, Sainsbury’s and Waitrose.
The research found that newspaper readers spend more than TV viewers across certain product categories as well. It says they spent almost 29% of their total shopping budget on alcohol, whilst television watchers spent a quarter.
Print fans spent around 28% of their budget on chilled foods, compared to the 23% spent by the other group.
The NMA is suggesting brands allocate more funds on well designed national newspaper advertising, which it says will give them the advantage during the pre-Christmas trading period.
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