A study, just released by Dynamic Logic, found that adding magazines to a TV or TV and Internet media buy greatly increases the success of the measured campaigns. In some areas the contribution of magazines outweighed that of TV.
The researchers first isolated the impact of TV advertising. They then looked at what impact adding the Internet had. Last they looked at what adding magazines contributed to the mix.
As advertisers use more mixed media in campaigns, understanding how the media work together becomes critical. This study found that the three media worked best when used together. Both online advertising and magazines added significantly to the impact of the advertising when used along with TV.
In a Media Life interview, Bill Havlena, vice president, research analytics for Dynamic Logic said, "Looking at the data shows that TV worked strongly in generating brand and advertising awareness. In those categories the other two media built strongly on the initial impact of TV.
In terms of advertising awareness, TV provided a bump of 9.8 percentage points. The Internet, which performed strongest in the same categories as TV, added another 4.4 points.
Surprisingly, magazines also performed strongly in building advertising awareness, adding 8.3 points.
We would not necessarily have expected that. It is clear that TV did a strong job in building awareness, but TV is thought of as an awareness-building medium, magazines, less so,” says Havlena.
But it was in the final two categories of the purchase funnel that magazines really excelled when used in combination with TV and Internet.
Said Havlena, "When it came to brand favorability and purchase intent, magazines added far more than TV and Internet combined. For instance, in the key area of purchase intent, TV added 4.6 percentage points; the Internet added 1.0 points; and magazines added 7.0 percentage points."
The study analyzed 32 cross-media campaigns from 10 different types of companies, including consumer goods, automotive, electronics, apparel and financial services. Most were U.S. campaigns but some were global as well.
Comments