media connections study - magazines canada
DESCRIPTION
FIPP Research Awards winning study from Magazines Canada and BrandSpark International.TRANSCRIPT
MEDIACONNECTIONS
STUDY
MAGAZINESCANADA
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
WE TALKED TO 3,000 RANDOMLY SELECTED CANADIAN CONSUMERS. A FOCUS ON ACTIVE
SHOPPERS IN THREE CATEGORIES OF INTEREST…
INCLUDING HABITS AND ATTITUDES TOWARDS ALL CONSUMED MEDIA, AND THE ROLE ADVERTISEMENTS PLAY IN THEIR PURCHASE DECISIONS.
BEAUTYAUTO FOOD
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
HIGHLIGHTS
4
ADVERTISING IN MAGAZINES GIVES
YOU ACCESS TO HIGH VALUE CONSUMERS.
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
NOT ALL CONSUMERS ARECREATED EQUAL.
Influencers are perceived category experts,these consumers take pride in informing themselves and others
about these product categories.
INFLUENCERSEARLY ADOPTERS
BrandSpark International’s proprietaryEarly Adopter segmentation identifies consumerswho actively seek out and purchase new products.
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
MAGAZINES DELIVER EARLY ADOPTERS &
BRANDADVOCATES
BRANDLOYALTY
SOCIALNETWORKING
WORD OFMOUTH
Magazines (digital)
Magazines (print)
Social Media
General Websites
Radio
Newspapers
Television
40%47%
37%41%
36%40%
35%39%
32%38%
32%36%
32%35%
Early Adopters Category Influencers
% Composition
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
PRINT MAGAZINE ADVERTISING CAPTURES AND HOLDS ATTENTION, WHILE DIGITAL MAGAZINES PERFORM WELL RELATIVE TO DIGITAL COUNTERPARTS.How often do you pay attention to advertising in…?
32%
27%
21%
19%
15%
15%
15%
Print Magazines
TV
Direct Mail
Paid News
Free News
Radio
Web Search
Social Media 15%
9%
8%
13%
6%
12%
3%
Magazine Websites
Magazine Apps
Out of Home
Mobile
Online
Games
Influencer Total
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
ADVERTISING IN MAGAZINES GIVE YOU ACCESS
TO CONSUMERS THAT…
9
ADVERTISING IN MAGAZINES ALLOWS
YOU TO DEEPLYCONNECT WITH
CONSUMERS.
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
UNDERSTANDING THE MEDIA-CONSUMERCONNECTION: MEDIA CONNECTIVITY MODEL
RELATIONSHIP
PERSUASION
RECEPTIVITY
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
RELATIONSHIP
Indexed to TV
Feeling engaged
Feeling in control
Feel it’s a good use of my time
Has information I trust
100 96106
100 113140
100 119145
100 158181
Television Print Magazines Online
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
RECEPTIVITY
Has my full attention
Inspiring
Advertisements are a good part of the experience
76
86
48
107
122
107
100
100
100
Television Print Magazines Online
Indexed to TV
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
Learning things that are relevant to me
Has relevant advertisements
A source to learn about new products
127135
54107
100
100
100 124124
PERSUASION
Television Print Magazines Online
Indexed to TV
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
INSPIRATION RELEVANCETRUST
THE NATURE OF THE MAGAZINE EXPERIENCE PROVIDES MAGAZINE
ADVERTISEMENTS A HALO OF…
15
MAGAZINE MEDIA HAS A ROLE TO
PLAY THROUGH ALL STAGES OF
TO PURCHASE.
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
PURCHASEEVALUATIONCONSIDERATION
A PATH TO PURCHASEFRAMEWORK WAS USED TO
CONSUMER DECISION MAKING.
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
FOR AUTO PURCHASES, MAGAZINE MEDIA IS STRONGEST AT GETTING BRANDS AND MODELS
Ads in Print Magazines
Ads on Magazine Websites
Ads on Magazine Apps
Consideration PurchaseEvaluation
15% 11%
9%
9%
9%
8% 7% 7%
STATED IMPORTANCE OF MAGAZINE MEDIA(TOP TWO-BOX)
Auto Purchases
14%
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
ALONG THE FOOD PATH TO PURCHASE, MAGAZINE MEDIA IS STRONGEST AT THE EVALUATION AND PURCHASE STAGES.
Ads in Print Magazines
Ads on Magazine Websites
Ads on Magazine Apps
Consideration PurchaseEvaluation
10% 17%
14%
17%
11%
10% 10%
Food Purchases
STATED IMPORTANCE OF MAGAZINE MEDIA(TOP TWO-BOX)
7%
5%
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
MAGAZINE MEDIA HAS THE STRONGEST IMPACT AT THE FINAL STAGES OF THE BEAUTY PATH TO PURCHASE.
Ads in Print Magazines
Ads on Magazine Websites
Ads on Magazine Apps
Consideration PurchaseEvaluation
17% 19%
16%
24%
19%
5% 9% 11%
8%
Beauty Purchases
STATED IMPORTANCE OF MAGAZINE MEDIA(TOP TWO-BOX)
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
ADVERTISING IN MAGAZINE MEDIA CAN PLAY AT ALL STAGES ALONG A
MAGAZINEMEDIA
Consideration PurchaseEvaluation
Ads in PrintMagazines
Ads on MagazineWebsites
Ads onMagazine Apps
21
MAGAZINEADVERTISING
GENERATES THE STRONGEST IMPACT
ON PURCHASE PER MEDIA DOLLAR SPENT.
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
BY REVEALING THE IMPORTANCE OF ADS IN CONSUMER PURCHASE DECISIONS ACROSS MULTIPLE CATEGORIES, WE CAN
UNDERSTAND WHICH MARKETING SPENDS ARE HAVING THE GREATEST IMPACT.
MEDIAINVESTMENT
IMPACT ONPURCHASE DECISION
$
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
EVEN WITH FEWER MEDIA DOLLARS INVESTED THAN TELEVISION, MAGAZINES HAVE A BIGGER IMPACT ON CONSUMER BEAUTY PRODUCT DECISIONS.
Television
Print Magazines
Online
45% 19% 1.035% 20% 1.3
16% 8% 1.2
INVESTMENTIN CHANNELProportion of2012 Ad Spend
IMPACT ONPURCHASE DECISIONSStated Importance of Ads in Recent/upcoming purchase decision
$IMPACTEFFICIENCY(Indexed to TV)
Other channels accounting for 4% of total media spends
Beauty Purchases
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
FOR FOOD PRODUCTS, MAGAZINES AND OOHARE THE MOST EFFICIENT CHANNELS TOIMPACT PURCHASE DECISIONS.
Television
Print Magazines
Online
Out of Home
75% 20% 1.08% 15% 6.7
8.75% 11%
8% 9% 4.2
INVESTMENTIN CHANNELProportion of2012 Ad Spend
$IMPACT ONPURCHASE DECISIONSStated Importance Of ads in Recent/upcoming purchase decision
IMPACTEFFICIENCY(Indexed to TV)
Other channels accounting for 4% of total media spends
Food Purchases
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
Television
Print Magazines
Online
Out of Home
Radio
Newspaper
INVESTMENTIN CHANNELProportion of2012 Ad Spend
$IMPACT ONPURCHASE DECISIONSStated Importance Of ads in Recent/upcoming purchase decision
IMPACTEFFICIENCY(Indexed to TV)
MAGAZINES AND OOH ARE THE MOST EFFICIENT SPEND IN AUTO COMPARED TO OTHER CHANNELS.
61% 14% 1.0
12% 9% 3.3
4% 11% 12.0
14% 16% 5.0
5% 11% 9.6
Auto Purchases
3% 11% 16.5
26
ACROSSALL CATEGORIES, ADVERTISING IN
MAGAZINES IS ANEXTREMELY EFFICIENT WAY FOR MARKETERS
TO IMPACTPURCHASE INTENT.
FOR MORE INFORMATION,CONTACT MAGAZINES CANADA [email protected]
OR 416.596.5382
Magazines Canada acknowledges the support of the Ontario Media
Development Corporation.