Condé Nast: Magazine Ads More Effective Than TV, Online


flickr: shaycam

Yeah, yeah, of course Condé would say that magazine ads are more effective, but this new study was conducted not just by them but in cooperation with CBS Vision and McPheters & Co., a planning/research firm for media. The survey found that magazines deliver the most ad impressions per half-hour, but TV ad recall is twice that of magazine ads. Meanwhile, magazine ad recall was triple that of Internet ads, which are (unsurprisingly) mostly ignored.
The methodology, and more, after the jump.

Matched groups of respondents were recruited to spend 30 minutes with a single medium in a laboratory setting, where they either watched a choice of sit-coms, read a magazine they selected, or surfed the internet at will. At the end of the period, they filled out similar online surveys that asked whether they recalled seeing four ads which appeared in the medium they consumed. in order to establish the level of over-claiming, which is known to vary by medium, they were also asked whether they recalled seeing four ads that had not appeared. These results were then used to calculate net recall or ad absorption for each medium.

Meanwhile, 63% of Internet banner ads were simply ignored by the test subjects, according to eye-tracking software. Of the 37% that subjects’ eyes passed over, their eyes only stopped on a third.

Again, not surprised that banner ads were mostly ignored. According to one set of statistics, ad-blocking software has beendownloaded 40 million times—even if you take that as an inflated number, that’s a lot of people deliberately ignoring ads, plus the 63% of people who’ve learned to tune ’em out.

No wonder everyone’s talking about targeting ads properly.