Study: The Power of Magazine Advertising
July 9, 2012 -- New research from the UK's leading consumer magazine publisher, IPC Media, has found that magazines drive consumers towards purchase, are highly engaging and trusted, and are the medium most likely to hold consumers’ sole attention.
The AdSense study surveyed a nationally representative group of 6,500 UK women ages 16-65. It sought to test the effectiveness of magazine advertising and understand its role in the overall media mix. Thirteen brands - including Persil, Clarks, Howdens, Veet, Boots, Corsodyl, Ribena, Vera Wang fragrance, E45 and Batiste - across six categories were included in this collaborative project. The study evaluated two different advertisements for each brand and analyzed the impact the ads had on consumers.
The study found that magazines are highly engaging, with 49% of respondents turning to magazines for ‘me-time’ and 45% to treat themselves. AdSense also discovered that regardless of the age of the consumer magazines are trusted. The study found that:
- 18% of all magazine readers surveyed said they trust magazine advertising and amongst heavy magazine readers this rises to 24%;
- Overall, magazine ads are 80% more likely to be trusted than newspaper advertisements and 125% more trusted that radio commercials.
The AdSense study also looked at the action that consumers took after seeing a campaign in a magazine and found that:
- 46% of respondents said they were more likely to purchase a product that they’ve seen advertised in a magazine;
- 14% actually purchased the brand advertised;
- 10% had recommended the brand;
- Nearly 1 in 5 (18%) had talked about the brand.
The study also looked at magazines as part of cross-media campaigns, and found that when magazine advertising is used alongside online or TV, brand recall and understanding is increased. Of those surveyed:
- 56% remembered the brand more after seeing both online ads and magazine ads;
- 61% were more likely to remember the brand after seeing magazine and TV advertising.
About: The 2012 study was conducted over a four month period amongst a nationally representative sample of over 6,500 UK women aged 16-65 years.
Source: IPC Media, ADSENSE RESEARCH REVEALS POWER OF MAGAZINE ADVERTISING, July 9, 2012.