First Magazine Ad Effectiveness Data Show Power of Print in China
NEW YORK, NY and BEIJING, Sep 4, 2012—First-ever data from GfK StarchMetrix and Sinomonitor measuring consumer recall of magazine advertisements in China reveal that ads in the cameras/photography, telephone equipment and face makeup categories generate the highest consumer readership scores.
The new syndicated print ad measurement data were gathered from online panels of approximately 10,000 consumers in June and July of 2012 by GfK StarchMetrix, a global leader in gauging print advertising effectiveness, in partnership with Sinomonitor, a leading consumer and media research company in China. The study, conducted in seven cities, encompassed 1,249 print ads across 42 magazine titles.
The GfK StarchMetrix Sinomonitor ad effectiveness data on magazine ads in China will be released on a quarterly basis.
Globally, GfK StarchMetrix measures the effectiveness of print ads by asking consumers whether they recall seeing specific ads in specific issues of magazines. To further gauge reader involvement, GfK StarchMetrix also asks consumers what specific actions they took as the result of seeing a print ad and whether they are positively or negatively disposed toward specific brands.
The top three product categories for consumer advertising recall in the GfK StarchMetrix Sinomonitor measurement were cameras/photography, telephone equipment and face makeup. Within these categories, the ads with the highest readership scores were:
Cameras/photography. A two-page spread in the May 17th, 2012 issue of Mina magazine for the Canon IXUS, featuring celebrity endorser Ms. Karen Mok, a Hong Kong singer, with a readership score of 91%. This means that 91% of readers of this issue of Mina recall reading this Canon ad.
Telephone Equipment. A one-page ad in the May 17th, 2012 issue of City Beauty magazine for HTC One, featuring photographer Tony Mac conducting a mid-air fashion shoot, with a readership score of 89%.
Face Makeup. A one-page ad appearing in the June 7th, 2012 issue of Fashion Weekly magazine for Chando, featuring Bai Bai He, a famous actress in China, with a readership score of 88%.