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%.
"Many advertisers, particularly in luxury and high-end categories, know that magazines in China are one of the most effective ways to reach a growing audience of affluent consumers -- and these early findings demonstrate the strong engagement consumers have with magazine ads," said Lee Risk, Commercial Director Media, APAC at GfK.
"Advertisers now have metrics to more accurately measure return-on-investment and to make more precise media planning and spending decisions."
"We are pleased to be spearheading this exciting new research initiative," said Mr. Wen Zhiwu, chairman of board at Sinomonitor. "It represents a major enhancement to the readership measurement metrics that we have long provided to the marketplace."
GfK StarchMetrix recently launched similar surveys in Hong Kong.
About GfK StarchMetrix
StarchMetrix is the industry standard for print advertising metrics. For more than 85 years, Starch Advertising Research has been the most trusted source of market intelligence about magazine advertising effectiveness in the United States. GfK StarchMetrix is a syndicated service available in Asia-Pacific that provides detailed return-on-investment metrics for magazine advertisements in issues of top consumer magazines. Using a rigorous and consistent methodology, GfK StarchMetrix enables advertisers and magazines to prove the full impact of magazine advertisements in national -- and international -- media schedules.
StarchMetrix is owned by The GfK Group, based in Nuremberg, Germany. GfK is one of the world's largest research companies, with 11,500 GfK experts working to discover new insights about the way people live, think, and shop in over 100 markets, every day. GfK is constantly innovating to use the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2011, GfK's sales amounted to EUR 1.37 billion.
For further information on GfK, visit our website: www.gfk.com.
As the well-known and leading media and syndicated study company, Sinomonitor is one of the top 10 marketing research companies in China. Sinomonitor's syndicated database products are regarded as 'media planning currency' in China amongst media agencies, media owners and brand owners. Sinomonitor is a very innovative company that adopts many new and advanced techniques year by year. All of the mainstream media agencies, press media, OOH media, and digital media use CMMS and other syndicated database products of Sinomonitor's for many years.
For more information on Sinomonitor, please visit www.sinomonitor.com.
Source: Press Release