Print beats TV in advertising ROI stakes


Every 1 invested in magazine advertising generates an average return on investment (ROI) of 1.40, according to new research from IPC media.

The publisher's AdValue study, which was collated from an analysis of sales and media data based on both consumer panels and econometrics, found that advertising in magazines led to an 8% average increase in spend per consumer household. 

IPC, which publishes titles including Country Life, Wallpaper, Marie Claire and Horse & Hound, claimed that advertising across its own titles led to a 14% increase in household spend and average ROI of £3.34 for every £1 spent on advertising.

According to the study, carried out by market research firm Nielsen, magazines give advertisers a better rate of ROI on ad spend than TV. IPC’s portfolio of print titles alone reaches nearly two-thirds of UK women and 42% of men (almost 26 million adults); while its websites reach over 20 million users every month.

Nielsen’s director of UK media and analytics Simon Nudds said: "AdValue demonstrates the ability of magazine advertising to increase sales and deliver measurable results."

Amanda Wigginton, director at IPC Insight, added: "We’re delighted to be able to provide the industry with new, independently verified data on how magazines are driving sales."

The research saw IPC partner with Nielsen, which used its Homescan panel and AdDynamix data, and analyse the advertising campaigns of six FMCG brands – Lenor, Comfort, Flash Febreze, Hellmann’s, Colgate and Dove. IPC Insight also collaborated with media agency Mindshare to produce an econometric model.

IPC produces more than 60 print and digital magazine brands.


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