Guy Consterdine

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GuyConsterdine
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Combining print TVHow the communication works
Guy Consterdine Guy Consterdine Associates FIPP
Research Consultant
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Magazines effective, versatile medium

• When used on own
• When combined with TV, internet or other media
• Magazines TV complement each other
• Improved distribution of ad exposures
• Communication

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Distribution of ad exposure

• Many people are light TV viewers
• Light viewers do read magazines
• Therefore combining TV with appropriate magazines
  improves coverage
• Better targeting

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UK example

• Compare
• 100 of budget in TV
• 75 in TV, 25 in magazines
• Examine by weight-of-viewing groups
• Where best to spend the final 25 of budget
  on more TV or in magazines?

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Country by country variation

• This precise pattern depends on relative
  cost-per-rating-point of TV and magazines
• UK favourable to magazines
• Other countries may be less, or more, favourable
  to magazines
• But in all countries magazines will improve
  distribution of exposures

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If spend last 25 of budget on magazines

• Big improvement in distribution of exposures
• Solves problem of reaching light viewers, the
  affluent, the better educated

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The media moment

• Typical set of circumstances in which a medium is
  consumed
• Absorbing Media survey PPA, 2002

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The television moment

• Window on the world
• TV sets are frequently just left on
• Most watching is on casual basis
• Low engagement except certain items
• During ads, focus is on other activities
• Lack of control over whats available to view
• Multi-channel homes are somewhat different

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The magazine moment

• Intensely personal experience
• Reader is absorbed
• Cocooned from external intrusion
• Read in relaxed situation treasured
• Readers like active input selecting, dipping in
• Controlled by user read in an order and pace
  which suits the individual

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TV and magazines

• Communicate in different but complementary ways
• The communication delivered by TV can be enhanced
  by adding magazines

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Research into communication effects

• Multiplying The Media Effect UK, 1987
• The Media Multiplier, UK, 1990
• Followed by similar studies in Italy, Canada and
  other countries

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Multiplying The Media Effect

• Magazine Marketplace Group (linked to PPA)
• 7 real mixed-media campaigns
• Respondents users of product field in question
• Hall tests
• Each respondent shown 2 or 3 campaigns
• Magazine ad and TV commercial shown from same
  campaign

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Multiplying The Media Effect

• Question after exposure to each ad
  Please tell me everything that passed through
  your mind while you were looking at the
  advertisement, whether or not it was actually
  connected with it
• Replies recorded verbatim detailed analysis
• Sequence of ads carefully controlled

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Birds Eye Country ClubRange of frozen vegetables

• Magazine ad (compared with TV ad)
• Provoked greater range of thoughts
• More emphasis on the vegetables (e.g. variety,
  attractive)

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Birds Eye Country ClubRange of frozen vegetables

• When sequence was TV magazine - TV
• Noticed individual vegetables in TV commercial
  much more the second time commercial seen
• Magazine ad had made them more aware of the range
  of vegetables
• This affected the way they then experienced TV
• Magazine ad enhanced the response to the TV
  commercial

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MilkSkimmed, semi-skimmed whole milk

• Magazine ad (compared with TV ad)
• Communicated more awareness of the 3 types of
  milk
• Provoked more thoughts about the 3 types

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MilkSkimmed, semi-skimmed whole milk

• When sequence was TV magazine - TV
• More aware of skimmed semi-skimmed milk in TV
  commercial the second time it was seen
• Magazine ad had made them more aware of the
  varieties of milk
• This affected the way they then experienced TV
• A different stimulus in a different medium had
  enhanced the way subsequent TV ad was understood

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Danish bacon(Bacon sizzling in frying pan)

• Magazine ad (compared with TV ad)
• Generated more thoughts about food appeal -
  appetising, hungry etc

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Danish bacon(Bacon sizzling in frying pan)

• When sequence was TV magazine - TV
• Far more appetising-type thoughts when seeing
  second TV ad, than among control sample who only
  saw two TV ads
• Magazine ad had affected responses to subsequent
  TV ad

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British media-multiplier communication studies

• Total of 19 TVmagazines campaigns
• Communication effects examined
• All showed multiplier effects

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Print can...

• Lead people to perceive TV commercial in new
  ways, and look for details
• Encourage more response to the commercial
• Add extra information or messages
• Re-inforce the TV message
• Expand the TV message
• Help understanding of the TV message

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Print can...

• Strengthen brand identification
• Make the product more accessible
• Focus more on product-oriented messages
• Create a more positive feeling towards product
• Benefits heightened by building creative links
• Benefit is two-way

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www.ppamarketing.net
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