Evidence that magazine advertising sells products

In this section

22. Awareness & purchase consideration: IPC’s Ad Track
  What Adtrack did
  Results for Awareness
  Results for Purchase Consideration
  Conclusion
23. Sales uplift and ROI: “Sales Uncovered”
 How the analysis was done
 11.6% uplift in sales value
 18.1% uplift in sales volume
 Uplift in market share
 Winning new customers: brand penetration & weight of purchase 86
 ROI: return on investment of £2.77
 Summary
 “Proof of Performance” I & II
 24.  More case history evidence that magazine advertising sells
 UK evidence
 International evidence
 FIPP (International Federation of the Periodical Press)

Summary

• The landmark ‘Ad Track’ survey proved that magazine advertising can generate marked increases in advertising awareness.
• ‘Ad Track’ also proved that magazines can generate movement in willingness to consider buying the advertised brands.
• PPA’s ‘Sales Uncovered’, a 2005 analysis of TNS Superpanel data, showed that magazine advertising was associated with an 11.6% uplift in sales of fmcg products, in money terms. In volume terms, the uplift was 18.1%. There were also increases in market share, brand penetration, and weight of purchase.
• ‘Sales Uncovered’ also showed that the medium term (12 month) return on investment from magazine advertising was £2.77 for the average fmcg brand. This is comparable with that of television advertising.
• There are many studies and case histories in which magazine campaigns are shown to sell products effectively and sometimes dramatically. PPA, IPA, FIPP and individual publishers have all released examples.