Magazines Uncovered: Sales Uplift and ROI

Guy Consterdine

How effective is magazine advertising? The Periodical Publishers Association (PPA), the UK's professional body for magazine publishers, wanted fresh evidence on this. In particular, it wished to use the new National Readership Survey (NRS) accumulation data (1) for distributing across time, week by week, the exposures generated by each magazine insertion, so that exposures could be related more accurately to purchases.

The PPA commissioned an analysis of TNS Superpanel data, and drew the following conclusions.

  • Magazine advertising was associated with an additional sales uplift of 11.6% on average, in terms of sales value.

  • There were also significant uplifts in terms of sales volume, market share and market penetration.