Documentingthe Effectiveness of 
Magazinesin the 
Media Mix 
Magazine Publishers of America 
A Benchmark Study on Advertising Awareness 
from Millward Brown 

Welcome to the Age
of Accountability


Today, more than ever before, advertisers and their agencies 
are demanding a measurable return on their advertising 
investment and challenging media to provide quantifiable 
evidence that their campaigns are working. This study, 

Documenting the Effectiveness of Magazines in the Media Mix, 

presents the results of the first in a series of research initiatives 
launched by the Magazine Publishers of America (MPA). 
If you’d like the MPA to present the complete study to your 
staff, please call us at (212)872-3733. 

Magazine Publishers of America, 919 Third Avenue, New York, NY 10022
Tel: 212-872-3700 Fax: 212-888-4217 Web site: www.magazine.org



Table of Contents


INTRODUCTION 

MAGAZINE EFFECTIVENESS: DOLLAR FOR DOLLAR 

THE IMPACT OF AWARENESS ON PRODUCT PURCHASES 

THE MEDIA-MULTIPLIER EFFECT 

The Effectiveness of a Balanced Media Mix 10
The Efficiency of a Balanced Media Mix 11


MAGAZINE EFFECTIVENESS: DETAILED FINDINGS 

Across Categories, Overall 12 
Across Specific Categories 13 
Across Specific Budget Levels 19 
The Impact of Competitive Set 20 
New and Established Brands 21 

MAGAZINE EFFECTIVENESS: GRP FOR GRP 22 

METHODOLOGY 


Introduction


Documenting the Effectiveness of Magazines in the Media Mix calls on 
the expertise of Millward Brown, an international leader in the field 
of advertising awareness tracking, to identify magazine advertising’s 
contribution to the media mix. The Millward Brown analysis 
quantifies the role of television and magazines individually, and 
the two media in combination, in generating advertising awareness 
on a dollar-for-dollar basis. 

These findings are based on the universe of campaigns tracked by 
Millward Brown from January 1996 through December 1997 that 
utilized both magazines and television. This analysis encompasses 
a wide array of product categories, spending levels, and media 
allocations. The relative contributions of each medium are examined 
across 113 qualifying brands across 22 product categories in Millward 
Brown’s ad tracking database. 

5 


Magazine Effectiveness:
Dollar for Dollar, Magazines Deliver


Contribution to Total Percent of Total 
Advertising Awareness Advertising Budgets 
(500,000+ respondents) ($9 billion+) 

Television 36% 
Mags/TV 35% 
Magazines 29% 
Television 77% 
Magazines 23% 
71% 

64% 

SHARE OF ADVERTISING AWARENESS AND SPENDING
113 BRAND AVERAGE ACROSS 22 CATEGORIES, 1996–1997


The Millward Brown analysis provides clear indications of the effectiveness of 
magazines and television individually – and the two media in combination – at 
generating advertising awareness. 

The bar on the left,“Contribution to Total Advertising Awareness”, shows the breakout 
of advertising awareness by medium for all of the tracking studies fielded by Millward 
Brown. The top piece of this left-hand bar – television only, 36% – represents those 
respondents who attribute awareness to television, and not magazines. The middle 
piece – both, 35% – are those respondents who were aware of advertising in both 
media. The bottom piece – magazines only, 29% – are those respondents who 
remember seeing advertising for a specific brand in magazines, but not on television. 

To calculate the total percent of respondents who said that they had seen advertising 
for the brand on television, Millward Brown adds the top two pieces together, 

6 


which in this case totals 71%. And to determine the total percent who had seen 
advertising in magazines, the bottom two pieces are added, for a total of 64%. 

The bar on the right (on page 6) is the actual media mix for the 113 brands over 
the two-year period, representing more than $9 billion in advertising spending. The 
majority of Millward Brown’s clients are heavy TV advertisers. On average, 77% of 
spending was on TV, while 23% of advertising expenditures were allocated to 
magazines. 

Magazines 278 
Television 92 
AWARENESS-TO-COST INDEX 

Millward Brown then divides the total percent of awareness attributed to each medium 
by the percent of spending, to calculate an overall effectiveness measure based on a 
dollar-for-dollar comparison. Millward Brown calls this the awareness-to-cost index. 

Based on the calculations demonstrated above, the awareness-to-cost index reveals 
that, dollar for dollar, magazines deliver higher advertising awareness levels than 
television. In fact, on average for all the brands, the relationship is more than 
three to one. 

Source: Millward Brown, Competitive Media Reporting; Awareness-to-Cost Index: Individual medium’s % contribution to 
awareness, plus combined contribution, divided by % of spending 

7 


The Impact of Awareness 
on Product Purchases: 
Overall Findings 


FINDINGS ACROSS 113 BRANDS, 1996–1997 

n Awareness n Purchase Intent 
61% of brands demonstrate 
a significant relationship between 
advertising awareness and 
“Definitely Will Buy” or “Probably Will Buy”


An important objective of this analysis was to determine the relationship between 
awareness and purchase intent – a very compelling measure of how consumers feel 
about a brand. Purchase intent is defined, at the brand level, as those individuals 
who reported that they would “Definitely Buy” or “Probably Buy” the brand. Millward 
Brown looked at the relationship between awareness – overall and by medium – 
and this important measure of buying intention. 

61% of brands showed a relationship between a change in advertising awareness 
and a corresponding change in purchase intent. This phase of the analysis tracked 
awareness and intent on a weekly basis, looking for an immediate cause and effect. 

Source: Millward Brown 

8 


The Media-Multiplier Effect


Magazines Television 
Magazines/Television 
Only Only 
65% 
16%19% 
AWARENESS BY MEDIUM 

Among those cases where Millward Brown found a significant relationship between 
advertising awareness and purchase intent, they then identified the source of 
awareness that was driving the correlation. Millward Brown discovered that 
awareness attributed to a combination of media – both television and magazines 
working together – was most strongly related to productive changes in purchase 
intent. Millward Brown calls this the Media-Multiplier Effect. 

Source: Millward Brown 

9 


The Effectiveness 
of a Balanced Media Mix 

(% of Magazines Magazines 
in the Mix) Television 

10% - 20% 
88 
355 
20% - 30% 
96 
256 
30% - 40% 
99 
216 
40% - 50% 
164 
110 
50% or more 
133 
127 

THE MEDIA-MULTIPLIER EFFECT AWARENESS-TO-COST INDICES 

Millward Brown further explored the Media-Multiplier Effect, and the impact of the 
media mix on advertising awareness. Millward Brown first established ranges that 
categorized all 113 brands by their percent of spending in magazines. They then 
computed the awareness-to-cost index for each range. As a result, two distinct 
relationships become evident. 

First, when magazines are added to a heavy television schedule, magazines deliver a 
new audience because the heavy-magazine reader is traditionally a light-TV viewer. 
As more magazines are added to the mix, an advertiser is then building frequency 
among this important audience. In addition, the effectiveness of television actually 
increases as a higher percentage of magazines are added to the media mix. This is 
clear evidence of the Media-Multiplier Effect, and the synergy of magazines and TV 
working together. In fact, the first time Millward Brown reports parity between the 
magazine and television indices is for those brands using a balanced media mix. 

Source: Millward Brown, Competitive Media Reporting 

10 


The Efficiency 
of a Balanced Media Mix 

(% of Magazines 
in the Mix) 
10% - 20% 
20% - 30% 
30% - 40% 
40% - 50% 
50% or more 

$1,900,000 

$1,700,000 

$1,400,000 
$622,000 
$440,000 

AVERAGE COST-PER-AWARENESS POINT
FOR BRANDS USING DIFFERENT MEDIA MIXES


Millward Brown also examined the efficiencies that result from a balanced media 
mix. For the brands in each of the different media mix ranges, Millward Brown 
then calculated the average cost-per-awareness point for each range (average total 
awareness score for each range divided by the average budget for each range). 
The analysis reveals the cost efficiency of a balanced media mix. 

For example, those brands using 80%-90% television in the media mix spent 
$1.9 million, on average, for every awareness point generated. Contrast that to those 
brands using a balanced media mix, where the average cost-per-awareness point 
generated is substantially lower – about $440,000. 

Source: Millward Brown, Competitive Media Reporting 

11 


Magazine Effectiveness: 
Dollar for Dollar, Magazines Deliver 
Significantly High Advertising Awareness Levels 
Regardless of Category 

Drugs and Remedies 
Packaged Foods 
Automotive 
Household Goods 
Durable Goods 
Personal Care Products 

104 
99 
81 
88 
Magazines 
Television 
194 
295 
300 
313 
88 

414


426


84


AWARENESS-TO-COST INDICES 

Millward Brown examined the data at the category level to identify any significant 
differences in the awareness-to-cost relationship. Here, Millward Brown has collapsed 
the 22 different categories into six broader ones to illustrate the range of awareness-
to-cost indices across categories. 

Regardless of the category, magazines are always at least twice as effective as 
television on a dollar-for-dollar basis at generating advertising awareness. 

For categories like durable goods and personal care products, magazines are 
more than four times as effective at generating advertising awareness. 

Source: Millward Brown, Competitive Media Reporting; Awareness-to-Cost Index: Individual medium’s % contribution to 
awareness, plus combined contribution, divided by % of spending 

12 


Dollar for Dollar, 
Magazines Deliver Significantly High 
Advertising Awareness Levels 

in the Drugs and Remedies Category 

Contribution to Total Percent of Total 
Advertising Awareness Advertising Budgets 

Magazines 29% Magazines 34% 
Mags/TV 35% 
Television 34% Television 66% 
SHARE OF ADVERTISING AWARENESS AND SPENDING 1996–1997 

Television 104Magazines 194 
AWARENESS-TO-COST INDEX 

In the drugs and remedies category, magazines deliver, on a dollar-for-dollar basis, 
almost twice as much advertising awareness as television. 

Source: Millward Brown, Competitive Media Reporting; Awareness-to-Cost Index is an individual medium’s % contribution to 
awareness plus combined contribution, divided by % of spending. 

13 


Dollar for Dollar, 
Magazines Deliver Significantly High 
Advertising Awareness Levels 

in the Packaged Foods Category 

Contribution to Total Percent of Total 
Advertising Awareness Advertising Budgets 

Magazines 21% 
Mags/TV 38% 
Television 41% 
Magazines 20% 
Television 80% 
SHARE OF ADVERTISING AWARENESS AND SPENDING 1996–1997 

Magazines 295 
Television 99 
AWARENESS-TO-COST INDEX 

In the packaged foods category, magazines deliver, on a dollar-for-dollar basis, 
almost three times as much advertising awareness as television. 

Source: Millward Brown, Competitive Media Reporting; Awareness-to-Cost Index is an individual medium’s % contribution to 
awareness plus combined contribution, divided by % of spending. 

14 


Dollar for Dollar, 
Magazines Deliver Significantly High 
Advertising Awareness Levels 

in the Automotive Category 

Contribution to Total Percent of Total 
Advertising Awareness Advertising Budgets 

Magazines 39% Magazines 25% 
Mags/TV 36% 
Television 75%Television 25% 
SHARE OF ADVERTISING AWARENESS AND SPENDING 1996–1997 

Magazines 300 
Television 81 
AWARENESS-TO-COST INDEX 

In the automotive category, magazines deliver, on a dollar-for-dollar basis, more 
than three times as much advertising awareness as television. 

Source: Millward Brown, Competitive Media Reporting; Awareness-to-Cost Index is an individual medium’s % contribution to 
awareness plus combined contribution, divided by % of spending. 

15 


Dollar for Dollar, 
Magazines Deliver Significantly High 
Advertising Awareness Levels 

in the Household Goods Category 

Contribution to Total Percent of Total 
Advertising Awareness Advertising Budgets 

Magazines 25% Magazines 15% 
Mags/TV 22% 
Television 85%Television 53% 
SHARE OF ADVERTISING AWARENESS AND SPENDING 1996–1997 

Magazines 313 
Television 88 
AWARENESS-TO-COST INDEX 

In the household goods category, magazines deliver, on a dollar-for-dollar basis, 
more than three times as much advertising awareness as television. 

Source: Millward Brown, Competitive Media Reporting; Awareness-to-Cost Index is an individual medium’s % contribution to 
awareness plus combined contribution, divided by % of spending. 

16 


Dollar for Dollar, 
Magazines Deliver Significantly High 
Advertising Awareness Levels 

in the Durable Goods Category 

Contribution to Total Percent of Total 
Advertising Awareness Advertising Budgets 

Magazines 24% Magazines 14% 
Mags/TV 34% 
Television 86%Television 42% 
SHARE OF ADVERTISING AWARENESS AND SPENDING 1996–1997 

Magazines 414 
Television 88 
AWARENESS-TO-COST INDEX 

In the durable goods category, magazines deliver, on a dollar-for-dollar basis, more 
than four times as much advertising awareness as television. 

Source: Millward Brown, Competitive Media Reporting; Awareness-to-Cost Index is an individual medium’s % contribution to 
awareness plus combined contribution, divided by % of spending. 

17 


Dollar for Dollar, 
Magazines Deliver Significantly High 
Advertising Awareness Levels 

in the Personal Care Products Category 

Contribution to Total Percent of Total 
Advertising Awareness Advertising Budgets 

Magazines 29% Magazines 15% 
Mags/TV 35% 
Television 85%Television 36% 
SHARE OF ADVERTISING AWARENESS AND SPENDING 1996–1997 

Magazines 426 
Television 84 
AWARENESS-TO-COST INDEX 

In the personal care products category, magazines deliver, on a dollar-for-dollar 
basis, more than four times as much advertising awareness as television. 

Source: Millward Brown, Competitive Media Reporting; Awareness-to-Cost Index is an individual medium’s % contribution to 
awareness plus combined contribution, divided by % of spending. 

18 


Dollar for Dollar, 
Magazines Produce Significantly High 
Advertising Awareness Levels 
Across Specific Budget Levels 

Millward Brown also looked at the 

TOTAL ANNUAL ADVERTISING 

impact of an advertiser’s budget BUDGETS, 113 BRANDS 
in greater detail. The chart at 

Avg. Annual Avg. Annual 
right shows the distribution of Magazine Budget TV Budget 
average annual advertising budgets 
(millions) (millions) 
for all 113 brands, as well as the Less than $10 million $ 1 $ 4 
average magazine and television $10 – $20 million 4 12 
budget for each range: from about $20 – $40 million 9 19 
$1 million to nearly $30 million $40 – $60 million 11 37 
in magazines and, for TV, from $60 million or more 29 116 
$4 million to $116 million. 

At any budget level, the cost 

AWARENESS-TO-COST INDICES 

effectiveness of magazines at 

generating advertising awareness Magazines 
(In Millions $) Television

is consistent. In each case, the 

254 

relative contribution of magazines Less than $10 

87 

in the mix is at least twice as 

241 

effective at generating awareness. $10 - 20 

97 

Dollar for dollar, magazines deliver 

217 

at any budget level. $20 - 40 

97 

287Source: Millward Brown, Competitive Media Reporting 

$40 - 60 

97 

362 

$60 or more 

91 

19 


Dollar for Dollar, 
Magazines Produce Significantly High 
Advertising Awareness Levels 
Regardless of the Competitive Environment 

Five or Fewer Competitors Six or More Competitors 
(30 brands) (83 brands) 

Magazines 
284 
Television 
94 
Magazines 
284 
Television 
89 
AWARENESS-TO-COST INDEX 

Millward Brown also explored the effect competition had on this relationship. 
Millward Brown analyzed brands that had only a handful of major competitors and 
brands that advertise against multiple competitors. They found no real differences 
based on competitive spending activity. In fact, regardless of the number of brands 
in the competitive set, magazines deliver, on a dollar-for-dollar basis, almost three 
times as much advertising awareness as television. 

Source: Millward Brown, Competitive Media Reporting 

20 


Dollar for Dollar, 
Magazines Deliver Significantly High 
Advertising Awareness Levels 
for New and Established Brands 

Less than 2 years in market More than 2 years in market 
(23 brands) (90 brands) 

Magazines 
241 
Television 
92 
Magazines 
287 
Television 
91 
AWARENESS-TO-COST INDEX 

Millward Brown also analyzed new and more established brands. The chart on the 
left shows newly advertised brands – in the market less than two years. On the right, 
brands that have been in market more than two years. 

Although magazines are highly effective, regardless of a brand’s longevity, the 
awareness-to-cost index for established brands is even higher – a relationship 
of more than three to one. 

Source: Millward Brown, Competitive Media Reporting 

21 


Magazine Effectiveness: 
GRP for GRP 

Contribution to Total Percent of Total 
Advertising Awareness Advertising Budgets 
(500,000+ respondents) (1,000,000+ GRPs) 

Magazines 29% 
Mags/TV 35% 
Television 36% 
Magazines 24% 
Television 76% 
113 BRAND AVERAGE ACROSS 22 CATEGORIES, 1996–1997 

In addition to spending, Millward Brown also analyzed the relationship between 
advertising awareness and GRPs. The chart on the left shows the contribution to 
awareness mix – on average for the 113 brands over the two-year period. On the 
right is the mix of GRPs attributable to each medium. This bar represents more than 
one million GRPs during the two-year period: 76% of GRPs were generated by 
television, 24% by magazines. 

Source: Millward Brown, Mediamark Research Inc. 

22 


GRP for GRP, 
Magazines Deliver Significantly High 
Advertising Awareness 

Magazines 267 
Television 93 
AWARENESS-TO-GRP INDEX 

Millward Brown then divided the percent of awareness attributed to each medium 
by the percent of GRPs, to calculate an overall effectiveness measure based on a 
GRP-for-GRP comparison. Millward Brown calls this the awareness-to-GRP index. 

The awareness-to-GRP index reveals that GRP for GRP, magazines deliver 
significantly higher advertising awareness levels than television. In fact the 
relationship is almost three to one. 

Source: Millward Brown, Mediamark Research Inc.; Awareness-to-GRP index is an individual medium’s % contribution to 
awareness, plus combined contribution, divided by % of spending. 

23 


The Millward Brown Methodology


Millward Brown analyzed the relationships between advertising awareness, 
advertising expenditures, and media weight for 113 brands representing 22 different 
product categories. Advertising awareness data were collected via continuous 
telephone tracking studies, commissioned by individual clients of Millward Brown. 
In each of these studies, advertising awareness was determined separately by brand 
and individually by medium. 

For magazine advertising, published advertising expenditures were provided by 
Competitive Media Reporting (CMR). Mediamark Research Inc. (MRI) data were the 
source of magazine GRPs. In addition, Interactive Market Systems (IMS) applied its 
Adcume model to the MRI data to estimate weekly GRPs for the magazine schedules. 
For television advertising, CMR provided the spending data analyzed, and television 
GRPs were provided directly to Millward Brown by its clients. 

Advertising awareness by medium, advertising expenditures, and GRP data were 
analyzed from January 1996 through December 1997 to identify each medium’s 
contribution to overall advertising awareness levels. 


Magazine Publishers of America, 919 Third Avenue, New York, NY 10022
Tel: 212–872–3700 Fax: 212–888–4217 Web site: www.magazine.org



Magazine Publishers of America