Measuring the Mix
Magazine Publishers of America (MPA) released a new study that substantiates the tremendous impact of advertising and magazines in the marketing mix. The study, commissioned by MPA from Media Marketing Assessment (MMA), analyzed 186 brands that spent more than $9 billion on marketing, including $3 billion in advertising and more than $500 million in magazines from 1994 to 2000.
MMA grouped brands according to the percent of magazines in their overall marketing mix to determine the impact of magazine advertising on TV advertising effectiveness. MMA reports that those brands with a higher percent of spending allocated to magazines, TV advertising is more effective. MMA also quantified the synergy of magazine and television advertising working together. By analyzing the weekly flighting of magazines and TV at the brand level, MMA created three brand groupings representing three different approaches to advertising flighting. The overall effectiveness of both magazines and TV—and the individual effectiveness of each medium—was the highest when there was a substantial overlap in weekly scheduling.
To determine how quickly magazine and TV advertising works to generate incremental sales, MMA examined the cumulative sales impact of each medium. MMA reports that, upon exposure, the immediacy of the sales impact of magazine and television advertising over time is similar. By identifying brands with common media mixes, MMA calculated the average media effectiveness of two different media mix scenarios. The results demonstrate that for those brands with a higher percent of magazines in the media mix, total media effectiveness was substantially higher.
The bottom line: This analysis, which is much broader in scope than any other study, demonstrates the power of magazines in enhancing the return on investment in the overall marketing mix.
The topline findings of the MMA study clearly demonstrate that magazine advertising is effective at improving marketing ROI and that magazines play a synergistic role in combination with other elements of the overall marketing and media mixes. Detailed findings about the study are available upon request from the MPA.