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Documenting the Role of

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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Documenting the Role of

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  1. Documenting the Role of Magazines in the Media Mix A Benchmark Study on Advertising Awareness from Millward Brown

  2. The Method • U.S. ad tracking database • Continuous weekly tracking • 500,000 respondents • Two years (1/96 - 12/97) • Media mix of magazines & TV

  3. 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

  4. 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

  5. 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

  6. Dollar for Dollar, Magazines Dollar for Dollar, Magazines Deliver Significantly Higher Deliver Significantly Higher Advertising Awareness Levels Advertising Awareness Levels

  7. How does a TV GRP compare to a magazine GRP in generating awareness?

  8. 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

  9. 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

  10. 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

  11. 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

  12. M P A M P A Magazine Publishers of America Magazine Publishers of America

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