Documenting the Role of

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
P
M
A
P
M
A
Magazine Publishers
of
America
Magazine Publishers
of
America