The Evidence

Across all 20 effectiveness case studies* national newspapers generated increased emotional brand identification.

In neuroscience research, newspapers outperformed TV in creating emotional affinity for the six tested brands.  For consumers exposed to the newspaper advertising only, there was a 42% incremental effect versus the TV.  For people seeing both newspapers and TV, the impact on brand liking was 85% higher than for those exposed to TV only.
Emotional affinity is a measure of the degree of brand liking.

TV ads are more actively engaging when seen in conjunction with newspaper advertising.  People who had seen newspaper ads thought the TV ads more interesting, involving and distinctive.  There was no reciprocal effect from TV to newspapers: newspaper ads didn't gain engagement from being seen alongside TV.

 How was it measured?

*Tracking of the 2006 case studies by Millward Brown; and of 2005 case studies by Hall & Partners.  Neuroscience studies were carried out by Brainwave Science. The 2006 case studies (campaigns for Guinness, Kraft Philadelphia, Toyota Yaris, Walkers Sensations, Shredded Wheat and Garnier Nutrisse) were researched via both Millward Brown and Brainwave Science.