Magazines are not
measured effectively
measured effectively
A recent study by Nielsen confirms that magazine historical inputs were not ideal for econometric modelling studies. Across 3 FMCG brands, they replaced average readership data with real-time weekly data available from MAPP. By adjusting this variable for magazines and bringing it in line with the standard reporting periods of competing marketing channels, the results uncovered a dramatic shift in the ROI for the three brands that were studied, with key findings including:
Magazines ROI saw a significant
improvement from the
lowest at 0.34 to the highest at 0.91
improvement from the
lowest at 0.34 to the highest at 0.91
UP 168%
Magazines contribution
to sales more than doubled
to sales more than doubled
10%
23%
Magazines work to
amplify TV and online spend
better than any other medium
amplify TV and online spend
better than any other medium
Synergy Improvement
12-18%
Magazines are the perfect
media companion to TV
media companion to TV
When Magazines & TV
are layered together,
TV ROI improves by
are layered together,
TV ROI improves by
18%
