These categories fall into the secondary strengths area only because they are of somewhat lower interest overall. Specific Ad Categories Newspapers both swamp all competitors for the topics tested and exceed expectations. The generally limited reliance on direct mail is also reflected in reported usage of direct mail when in the market to purchase a particular item or when simply browsing. In both cases, newspaper inserts are much more likely to be used than mailed circulars. Newspapers' overall rating is higher than other media but, when we look at specific areas of coverage, the picture is more of a mixed bag, with TV presenting a real challenge for non-local sports and weeklies for local high school sports.
Newspapers score for local high school sports is better than TV's, radio's, and magazines'.
This comes across in both the comparative rating, shown below, and in the selection for most relied on source. However, even here, local weeklies pose a real challenge. For sports scores, the two media are about tied.