Magazines are not
measured effectively
measured effectively
A recent study by Nielsen confirms that magazine historical inputs were not ideal for econometric modelling studies. Across 3 FMCG brands, they replaced average readership data with real-time weekly data available from MAPP. By adjusting this variable for magazines and bringing it in line with the standard reporting periods of competing marketing channels, the results uncovered a dramatic shift in the ROI for the three brands that were studied, with key findings including:
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/diagonal_arrow_mobile.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/diagonal_arrow_1.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/diagonal_arrow_2.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/diagonal_arrow_3.png)
Magazines ROI saw a significant
improvement from the
lowest at 0.34 to the highest at 0.91
improvement from the
lowest at 0.34 to the highest at 0.91
UP 168%
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/up_arrow_mobile.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/up_arrow.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/up_arrow.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/up_arrow.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/up_arrow.png)
Magazines contribution
to sales more than doubled
to sales more than doubled
10%
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/right_arrow_mobile.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/right_arrow.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/head_arrow.png)
23%
Magazines work to
amplify TV and online spend
better than any other medium
amplify TV and online spend
better than any other medium
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/sound_waves_mobile.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/tv.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/wave_1.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/wave_2.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/wave_3.png)
Synergy Improvement
12-18%
Magazines are the perfect
media companion to TV
media companion to TV
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/book_mobile.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/book.png)
![](http://web.archive.org./web/20160605233857im_/http://magazines.org.au/wp-content/themes/mpa-twentytwelve/images/roi/tv_red.png)
When Magazines & TV
are layered together,
TV ROI improves by
are layered together,
TV ROI improves by
18%