A recent study conducted by McPheters and Company found that magazines are much better at reaching potential customers. As an advertising vehicle, magazines compete very well with television and the internet. As reported in this research brief from The Center for Media Research: “To find the relative effectiveness of ads on television, in magazines, and on the Internet, McPheters & Company used 30-second TV ads, full-page 4-color magazine ads, and Internet banner ads in standard sizes, and employed eye-tracking software to determine if (and how) Internet ads were actually seen by respondents.”
Here are some of the study’s findings:
* Within a half hour, magazines effectively delivered more than twice the number of ad impressions as TV and more than 6 times those delivered online.
* Magazines had ad recall almost three times that of Internet banner ads.
Study results, in combination with information on probability of exposure, found that:
* A full-page, 4-color magazine ad, was determined to have 83% of the value of a 30-second television commercial.
* A typical Internet banner ad had 16% of the value of a 30-second television commercial.