Proof of performance. Magazine advertising sells, but integrated magazine and television advertising is even more powerful

Alan Smith

This report is based on a study of month-by-month brand share movements for twenty leading packaged goods brands - consisting of ten top magazine-only and ten top mixed magazine and television advertisers - over a two year period, and used an analysis approach which focuses on a comparison of actual against expected brand shares, averaged across brands and grouped for sets of months according to the level of magazine advertising support for each brand individually.

Proof of performance. Magazine advertising sells, but integrated magazine and television advertising is even more powerful

Alan Smith International Federation of the Periodical Press, United Kingdom

INTRODUCTION

This report is based on an analysis of two years of purchase records provided by the 10,000 household panel members on the Taylor Nelson AGB Superpanel for 20 packaged goods brands, primarily foodstuffs. Half of them were advertising in magazines only and half in both magazines and television.

The purpose of the work was to examine the extent to which it could be demonstrated that likely exposure to the magazine advertising was...

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