Download - Myth Busters: Ad impact, 2009
busting popular media myths
Ad impact:what you don’t knowcould hurt your bottom line
Updated Fall 2009
100
Base: Magazine Readers, U.S. Adults 18+ Source: MRI, Spring Studies 2005 and 2009
Magazine Readers (’000) Adults 18–34 2005 58,945
2009 60,017 102
100
102
Median Issues/Month, Adults 18–34 2005 8.4
2009 8.6
100
260
72
186
Sources: Carat Insight; Nielsen September 2007 – May 2008 (Prime regularly scheduled programs);MRI Fall 2008; MRI Twelveplus 2008
Gross Rating Points of Top 25 Magazines and Prime-Time TV Programsadults 18 – 34
teens 12 – 17
prime-time tv programs
magazines
5-Year Trend in Media Usage 2005 – 2009Total users in thousands ( % increase )
135,282
163,376
180,620
189,315
211,757
221,551
202,873
210,958
180,839
184,358
167,192
163,918
214,774
224,899
Source: MRI Spring studies 2005 and 2009
20052009
Internet
Magazines
Outdoor
Television
Radio
Newspapers
Total Adults
MYTH > NO ONE READS magazines,especially younger consumers.
REALITY > Magazine usage has grown over the past five years at ahigher rate than usage of all other media except the web
REALITY > Readership continues to be strong for adults 18-34
REALITY > Top 25 magazines outperform the top 25 primetimeTV programs in all major demos, including adults18-34 and teens
Aided Brand Awareness
Message Association
Brand Favorability
Purchase Consideration/Intent
Ad Awareness
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3.6
4.6 4.7
% > 28 36 36 34 33 33 39 27 34 23 17 60 30 13 56
+12.9
}+23.0
}+10.8
}+10.9 }+11.9
7.8 7.5 7.7
4.2
2.93.7
2.51.9
6.5
3.6
1.6
6.7
• TV only • Incremental Impact of Online to TV • Incremental Impact of Magazines to TV + OnlineBase = 39 Studies. Source: Dynamic Logic 2009.
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ence
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Incremental Effect of Medium on Brand Metrics
Media Performance for Cost per Impact (CPI)Brand Awareness
Brand Familiarity
Purchase Intent
$0.98$1.08
$1.97
$2.61$1.40
$2.58
$1.77$1.23
$2.61Aggregate of 38 studies.Source: Marketing Evolution, 2008
television
magazines
online
magazine tv tv magazine tv + onlinetv only online only only + online + magazine + online + magazine
Aided Brand Awareness
Ad Awareness
Message Association
Brand Favorability
Purchase Consideration/Intent
Denotes most cost-effective medium for metricDenotes second most cost-effective medium for metric
Aggregate of 10 studies. Source: Dynamic Logic 2009
MYTH > Cutting my magazine budgetWON’T COMPROMISE ad results.
REALITY > Magazines perform best through the purchase funnel,especially in brand favorability and purchase intent
REALITY > Magazines are the most cost-effective medium throughoutthe purchase funnel, looking at two measures of ROI
> Magazines most consistently generate a low cost per impact
> For cost per person, the most efficient media combination always includes magazinesMost Cost Efficient Media Combinations Based on Average Cost per Person
For more information or to download these charts, go to www.magazine.org/accountability.Cover Photo: 200315774 – 001/photodisc /gettyimages
Media That Trigger an Online Search by Age and GenderMedium (percent) Total M F 18 –24 25 –34 35 –44 45 –54 55+
Magazines 44% 40% 47% 36% 44% 45% 45% 44%
TV/Broadcast 38 40 37 30 39 40 42 38
Newspapers 36 35 36 21 27 33 40 45
Face-to-Face 35 34 36 39 43 38 35 27
TV/Cable 32 35 28 37 42 34 29 23
Radio 27 30 25 22 34 32 29 21
Direct Mail 26 24 28 20 27 27 27 27
E-mail Ads 23 22 23 22 28 24 22 19
Internet Ads 21 23 18 26 26 22 20 15
Online Communities 11 10 12 23 19 12 7 4
Source: BIGresearch, Simultaneous Media Usage Study (SIMM14), June 2009
Magazine digital initiatives cover online and mobile extensions, and include partnerships with companies such as Facebook, Hulu, YouTube and Twitter. Source: MPA Information Center, 2009
2006
2007
2008
2009
Number of Magazine Digital Initiatives Jan-Sept 2006 – 2009% increase
90
169 +88%
197 +17%
254 +29%
Magazines
Newspapers
Radio
Television
Internet
Outdoor
Base: Top quintile of usage for each medium.Source: MRI, Spring 2009
140
84
104
62
175
113
Index Based on Percent of Consumers Using Facebook or MySpace in Last 30 Days
MYTH > Magazines aren’t KEEPING PACEin the digital age.
REALITY > Magazines rank #1 at influencing consumers to start a search online – higher than newer media options
REALITY > Magazines best complement the web in reachingsocial networkers
REALITY > Magazine digital initiatives have increased in double digits every year since 2006