The research focuses on a campaign by Lloyds TSB, planned by ZenithOptimedia, which it says boosted mortgage sales in two UK regions where people are least likely to own their homes, following a regional press campaign.
It claims that readers are more likely to trust a national financial services provider if it advertises in the regional press.
The research studied the effects of advertising Lloyds TSB mortgages in 10 regional newspapers in Wales and the South West of England. Subsequent sales figures revealed a 64% return on investment, which has spurred Lloyds TSB to consider using the regional press for future campaigns.
ZenithOptimedia planner David Ace said: "The research highlighted that regional press provides both a trusted environment and suitable editorial for Lloyds TSB."
Respondents' comments revealed that local papers are the most relevant form of media, giving national advertisers a powerful platform to communicate their message.