Advertisers have experienced a boost since the introduction of a paywall on the Times website, according to a study commissioned by News International.
Research company Promise compared user reactions to advertising on the Times website, an unnamed and free quality newspaper website and an online portal.
The study found that users engaged more with advertising content whilst having a higher opinion of the quality of the brand advertised when it was displayed on times.co.uk.
News International, which owns the Times, has said the research, which studied 1,000 Times subscribers and 900 non-subscribers, proves advertisers experience "significant lifts in user engagement and brand recall."
The study has been criticised by Media Week for not disclosing the name of the free-access website used for comparison.