Magazine ROI Has Been Underestimated In The Past: Millward Brown

Magazine ROI Has Been Underestimated In The Past: Millward Brown
SHARE
THIS



A recent research study conducted by Millward Brown shows that improving the quality and consistency of magazine data inputs in econometric models results in better comparative ROI compared with traditional inputs.

Historically, many econometric models systematically underestimated the impact of magazine advertising on sales. This does not reflect the readership patterns and causes underestimation of magazine’s impact on sales.

Using MPA’s new analysis tool called MAPP (Magazine Audience Performance Predictor), which provides estimated weekly performance data for current issues of magazines, Millward Brown estimated that Magazine delivered +7 per cent higher ROI compared to what the traditional inputs delivered.

Millward Brown’s director of marketing science, Abhishek Shukla, said: “Having industry accepted magazine input data creates a level playing field for measuring how each channel in the media mix stacks up against each other. While traditionally we’ve used combinations of inputs to try to better represent magazine’s readership and its impact on sales, we have never before had industry accepted, historical weekly data reflecting readership accumulation patterns for the delivery of magazine campaign audiences.”

This reinforces the previous studies that were done by Nielsen across three leading FMCG brands which show magazines have been under represented with the ROI moving from the lowest at 0.34 to 0.91 – up 168 per cent, magazine’s contribution to sales more than doubled from 10 per cent to 23 per cent and synergy improvements with other mediums between 12-18 per cent.

Mary Ann Azer, MPA Director said, “The results are really not surprising; we believe that magazines drive sales and equity but unfortunately they have been underestimated in the past. Circulation is not the critical factor, what’s important are the effects on sales and the bottom line.”

Please login with linkedin to comment

Brand damage daniel johns Future Forum

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]