Tablet Magazine Ads Seen Garnering Recall Levels on Par With Print

July 9, 2014

This article is included in these additional categories:

Brand Loyalty & Purchase Habits | CPG & FMCG | Digital | Household Income | Magazines | Retail & E-Commerce | Tablet | Youth & Gen X

GfK-Tablet-Magazine-Ad-Recall-July2014When asked about a specific ad, 52% of tablet magazine readers recalled seeing (or “Noted”) the ad, finds a recent study from GfK. That’s equal to the 52% of print magazine readers who recalled seeing a specified ad, as seen in data released earlier this year by GfK. Moreover, among those who recalled at least one ad from a digital magazine, roughly 6 in 10 indicated that the ads in the publication are valuable sources of new information.

The analysis of reader recall of 28,624 magazine ads in 805 tablet magazine issues published in 2013 found that the following product categories had the nighest average “Noted” scores:

  • Home & Building, Department Store (64%);
  • Candy & Mints (63%);
  • Vegetable Juices (61%);
  • Food Wraps, Foils & Bags (61%);
  • Household Soaps, Cleansers & Polishes (61%); and
  • Department Stores (61%).

Some of those product categories were also among the most “Noted” in print magazines, including Department Stores, Candy & Mints, and Vegetable Juices.

Meanwhile, the latest data indicates that of the 44 tablet editions studied, 48% of readers have household incomes of at least $75,000 and 52% are aged 18-34.

The release does not indicate whether tablet magazine ads drive action; in the earlier data release, GfK noted that of those who had “Noted” a print magazine ad in 2014, 62% took action in response. As such, some 35% of all print magazine readers claim to have taken action on an ad this year. Those actions include buying or recommending the product or services, visiting the advertiser’s website, joining the advertiser’s social network and/or using a QR code in the ad.

That response is in line with data contained in a new MarketingCharts Debrief, “Advertising Channels With the Largest Purchase Influence on Consumers” [download page]. The study finds that magazine ads are among the top channels by stated influence on consumer purchases, and are particularly effective in relation to their reach. Interestingly, while the stated influence of magazine ads tends to increase alongside age, Millennials were twice as likely to report having been influenced by a magazine ad than by an online video ad.

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