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Documenting the Role of Magazines in the Media Mix A Benchmark Study on Advertising Awareness from Millward Brown The Method • U.S. ad tracking database • Continuous weekly tracking • 500,000 respondents • Two years (1/96 - 12/97) • Media mix of magazines & TV

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Presentation Transcript
slide1

Documenting the Role of

Magazines in the Media Mix

A Benchmark Study on Advertising

Awareness from Millward Brown

slide2

The Method

U.S. ad tracking database

Continuous weekly tracking

500,000 respondents

Two years (1/96

-

12/97)

Media mix of magazines & TV

slide3

The Awareness Questions

Have you seen Brand X advertised

Have you seen Brand X advertised

recently in magazines?

recently in magazines?

__ Yes __ No

__ Yes __ No

Have you seen Brand X advertised

Have you seen Brand X advertised

recently on television?

recently on television?

__ Yes __ No

__ Yes __ No

slide4

Automotive Category

Advertising Awareness & Spending

1996-1997

Contribution to Total

Percent of Total

Advertising Awareness

Advertising Budgets

Television 25%

Television 75%

Mags/TV 36%

Magazines 39%

Magazines 25%

Source: Millward Brown; Competitive Media Reporting

slide5

Automotive Category

Awareness to Cost Index

1996-1997

300

81

Television

Magazines

Source: Millward Brown; CMR

Awareness/Cost Index: medium's % contribution to awareness plus combined contribution, divided by % of spending

slide6

Dollar for Dollar, Magazines

Dollar for Dollar, Magazines

Deliver Significantly Higher

Deliver Significantly Higher

Advertising Awareness Levels

Advertising Awareness Levels

slide7

How does a TV GRP

compare to a magazine GRP

in generating awareness?

slide8

Automotive Category

Advertising Awareness & GRPs

1996-1997

Contribution to Total

Advertising Awareness

Percent of Total GRPs

Television 25%

Television 65%

Mags/TV 36%

Magazines 39%

Magazines 35%

Source: Millward Brown; MRI

slide9

Automotive Category

Awareness to GRP Index

1996-1997

214

93

Television

Magazines

Source: Millward Brown; MRI

Awareness/GRP Index: medium's % contribution to awareness plus combined contribution, divided by % of GRPs

slide10

Advertising Awareness and

Purchase Intent

Findings Across 44 Automotive Brands, 1996-1997

68%

of automotive brands demonstrate

a significant relationship between

advertising awareness and

"Definitely Buy or Probably Buy"

Source: Millward Brown

slide11

Magazines Deliver

for

Automotive Advertisers

Increasing magazine weight in

the media mix is both effective

and cost efficient

Magazines are a cost effective

way to generate awareness

GRP for GRP, magazines deliver

slide12

M

P

A

M

P

A

Magazine Publishers

of

America

Magazine Publishers

of

America