Six out of ten Canadians say they prefer newspaper ads to TV advertising, according to a survey released by the Canadian Newspaper Association.

This survey was conducted by Ipsos Reid on behalf of the Canadian Newspaper Association from January 31 to February 4, 2008, with an interview sample of 1,428 adults equally proportioned across the demographic groups.

According to Marketing Charts, key findings from the survey include:

• 45 percent indicate that there are some days when they read the newspaper as much for the ads as for the content. Women (48 percent) are more likely than men (41 percent) to say so. People within age group 35-54 (51 percent) are more likely than those age above 55 (41 percent) and those who are age 18-34 (40 percent) to say so.

• 66 percent say they enjoy the advertising or product/service inserts that come with newspapers. Women (70 percent) are more likely than men (62 percent) to say so. Those aged above 35 are more likely than those between age 18-34 (71 percent vs. 55 percent).

• 70 percent search newspaper ads for information on the latest offerings and sales in their area on a regular basis.

• 68 percent say that they specifically look up to newspapers during weekends or holidays to find out about sales.

• 49 percent say they get gift ideas for special occasions (birthdays, weddings, anniversaries) from newspaper ads.