Magazines deliver an average return of $3.94 for every dollar spent on advertising
During the Advertising Research Foundation Audience Measurement 2016 conference, Nielsen Catalina Solutions (NCS) presented a study on return on advertising spend (ROAS) that showed magazines deliver the highest return, with an average return of $3.94 for every dollar spent on advertising. According to the study “Yes, Advertising Works. Now, What’s My ROAS Across Media Platforms?” the next closest media platform is display advertising with a ROAS of $2.63.
“Over the past year, there has been a preponderance of evidence to prove the effectiveness of print advertising and the power of magazine media to both tell and sell,” said Linda Thomas Brooks, president and chief executive officers of MPA – The Association of Magazine Media. “By generating benchmarks that allow marketers to compare the return they should expect from every media dollar, the study clearly shows that every media buy would benefit from the addition of print advertising.”
NCS, over the course of eleven years (from 2004-2015), has analyzed nearly 1,400 campaigns across 450 brands from seven popular categories: baby, pet, health and beauty, general merchandise, food, beverage and over-the-counter (OTC). The NCS data set integrates 90 million households of in-store purchase data, a subset of Catalina’s data warehouse, with each of the media platforms in a single source to determine the incremental sales impact of advertising.
*Source: MPA - Association of Magazine Media, NY USA