The study of more than 3,000 people found advertisers appearing on regional sites were considered 17pc more relevant and 19pc more trustworthy when compared to national ones.
The research was conducted by analytics company comScore, in association with 1XL, the digital advertising platform founded last year by more than 20 regional newspaper publishers including Newsquest, Johnston Press and Local World.
Almost half of those surveyed further stated the ads on regional sites prompted them about new products and services – some 20pc higher than national newspaper sites.
Local media sites were also shown to be more effective than national newspaper sites, generating a 31pc increase in the number of people reporting they were likely to visit a store and a 27pc increase in number of people likely to purchase a product in response to viewing an ad.
The study was conducted among a representative sample of 3,300 UK consumers, with an even split between those who visit local news content and those who don’t.
Scott Gill, managing director of 1XL, said: “Intuitively it makes sense that advertising in a regional title, specifically focused on someone’s local area, would be perceived as more relevant for a typical reader than a national title.
“However, this study shows that consumers’ response to local media advertising goes far beyond this – with local ads considered significantly more trustworthy and more likely to generate a purchase than national newspaper equivalents.”
“Toby Crisp, director of data services at comScore, added: “Our research makes clear the fact that those brands which predominately focus on national advertising could be missing a trick.
“In a misguided attempt to maximise the number of people viewing their ads, it’s likely they are missing out on more trusted, more relevant and more effective advertising.”