Ad impact:what you don’t knowcould hurt your bottom linebusting popular media mythsUpdated Fall 2009
MYTH >               NO ONE READS magazines,                       especially younger consumers.REALITY > Magazine usage h...
MYTH >                         Cutting my magazine budget                                 WON’T COMPROMISE ad results.REAL...
MYTH >              Magazines aren’t KEEPING PACE                      in the digital age.REALITY > Magazines rank #1 at i...
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Myth Busters: Ad impact, 2009

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Transcript of "Myth Busters: Ad impact, 2009"

  1. 1. Ad impact:what you don’t knowcould hurt your bottom linebusting popular media mythsUpdated Fall 2009
  2. 2. MYTH > NO ONE READS magazines, especially younger consumers.REALITY > Magazine usage has grown over the past five years at a higher rate than usage of all other media except the web 5-Year Trend in Media Usage 2005 – 2009 Total users in thousands ( % increase ) 135,282 Internet 2005 2009 163,376 180,620 Magazines 189,315 211,757 Outdoor 221,551 202,873 Television 210,958 180,839 Radio 184,358 167,192 Newspapers 163,918 214,774 Total Adults 224,899 Source: MRI Spring studies 2005 and 2009REALITY > Readership continues to be strong for adults 18-34 Magazine Readers (’000) Adults 18–34 2005 58,945 100 2009 60,017 102 Median Issues/Month, Adults 18–34 2005 8.4 100 2009 8.6 102 Base: Magazine Readers, U.S. Adults 18+ Source: MRI, Spring Studies 2005 and 2009REALITY > Top 25 magazines outperform the top 25 primetime TV programs in all major demos, including adults 18-34 and teens Gross Rating Points of Top 25 Magazines and Prime-Time TV Programs adults 18 – 34 prime-time tv programs 100 magazines 260 teens 12 – 17 72 186 Sources: Carat Insight; Nielsen September 2007 – May 2008 (Prime regularly scheduled programs); MRI Fall 2008; MRI Twelveplus 2008
  3. 3. MYTH > Cutting my magazine budget WON’T COMPROMISE ad results.REALITY > Magazines perform best through the purchase funnel, especially in brand favorability and purchase intent Incremental Effect of Medium on Brand Metrics +23.0 } +10.9 +11.9 } } 7.8 7.5 7.7 +12.9 6.5 6.7 +10.8 } } Point Difference > 4.6 4.7 4.2 3.6 3.7 3.6 2.9 2.5 1.9 1.6 %> 28 36 36 34 33 33 39 27 34 23 17 60 30 13 56 Aided Brand Ad Message Brand Purchase Awareness Awareness Association Favorability Consideration/Intent • TV=onlyStudies. Source: DynamicofLogic 2009.TV • Incremental Impact of Magazines to TV + Online Base 39 • Incremental Impact Online toREALITY > Magazines are the most cost-effective medium throughout the purchase funnel, looking at two measures of ROI > Magazines most consistently generate a low cost per impact Media Performance for Cost per Impact (CPI) Brand Awareness television $0.98 magazines $1.08 $1.97 online Brand Familiarity $2.61 $1.40 $2.58 Purchase Intent $1.77 $1.23 $2.61 Aggregate of 38 studies. Source: Marketing Evolution, 2008 > For cost per person, the most efficient media combination always includes magazines Most Cost Efficient Media Combinations Based on Average Cost per Person magazine tv tv magazine tv + online tv 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 metric Denotes second most cost-effective medium for metric Aggregate of 10 studies. Source: Dynamic Logic 2009
  4. 4. MYTH > Magazines aren’t KEEPING PACE in the digital age.REALITY > Magazines rank #1 at influencing consumers to start a search online – higher than newer media options Media That Trigger an Online Search by Age and Gender Medium (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 2009REALITY > Magazines best complement the web in reaching social networkers Index Based on Percent of Consumers Using Facebook or MySpace in Last 30 Days Magazines 140 Newspapers 84 Radio 104 Television 62 Internet 175 Outdoor 113 Base: Top quintile of usage for each medium. Source: MRI, Spring 2009REALITY > Magazine digital initiatives have increased in double digits every year since 2006 Number of Magazine Digital Initiatives Jan-Sept 2006 – 2009 % increase 2006 90 2007 169 +88% 2008 197 +17% 2009 254 +29% 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 For more information or to download these charts, go to www.magazine.org/accountability. Cover Photo: 200315774 – 001/photodisc /gettyimages

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