Magazine Media Sells: Validating Secondary Audience

Transcription

1 1 Magazine Media Sells: Validating Audience

2 Britta Cleveland SVP, Research Solutions Meredith Corporation Risa Becker SVP, MRI Syndicated Research GfK Mediamark Research & Intelligence, LLC Caryn Klein Vice President, Strategy & Insights Time Inc. Leslie Wood Chief Research Officer Nielsen Catalina Solutions 2

3 Agenda Objective Issue Specific Methodology Findings/Benefits Next Steps 3

4 Magazine Media: ROAS leader 75+ Magazine Sales Effect Studies 1,400 Campaigns NOW: Apples to Apples Comparison 4 Source: NCS, Multi-Media Sales Effect Studies, 2004 Q4 2015

5 How? New Methodology Primary + Match 5

6 Primary 6

7 Evolution of MAGAZINE SALES MEASUREMENT 7 Meredith/NCS Print Sales Effect Meredith Sales Guarantee Industry Sales Guarantee INTRODUCING: Audience Validation Today 7

8 Partnership with: GfK MRI s Issue Specific Study

9 GfK MRI s Issue Specific Study Companion to GfK MRI s National average issue readership study Measures issue to issue audience variability Respondent level data well suited to project since readers and non-readers are identified 9

10 GfK MRI s Issue Specific Study Measuring Specific Small word Magazine Issues 200,000 + surveys conducted each year Respondents choose logos for titles they read/looked into in the last six months For titles screened in, respondents view recent cover images and indicate whether they read specific issues Conducted online, with 4,000 new respondents each week 170 titles/2,500 issues measured annually

11 NCS Sales Effect: Methodology NCS connects the media people consume with the products they buy Exposure Data Nielsen Media Data Linear TV Data 4.3 MM HH Desktop Digital 100 MM HH Client Proprietary Print 50 MM HH Mobile 80 MM HH Addressable TV 40MM HH Anonymous Single Source Households Buy Data Catalina Frequent Shopper Card Data Nielsen Homescan All-Outlet Data Client Proprietary Sales Data 90 MM HH

12 How NCS Measures the Sales Effect: Test vs. Control Test Design and Treatment Execution Exposed & Unexposed HHs matched on 500+ variables to isolate ad impact Measure Sales Impact by focusing on purchasing patterns +14% Exposed households isolated in database Exposed Households $3.80 Unexposed $4.32 Exposed Tags embedded into creative ad units or exposures obtained by a direct match. Unexposed Households Total Brand Difference: $0.52 Avg/ HHLD % Difference: +14% Copyright 2017 Nielsen Catalina Solutions Confidential & Proprietary 12

13 Using MRI and Publisher Data to Isolate The Audience MRI Issue-Specific Survey Data Publisher Data Yes I read the specific magazine issue. Subscribe or Purchased Not in Subscriber DB Primary Audience Audience Copyright 2016 Nielsen Catalina Solutions Confidential & Proprietary 13

14 Sales Contribution of Magazine Readers 76 Index to Primary Readers Incremental Sales per Reached Household 6-Study Average 76 Index $0.30 $0.31 Publisher A Beverages 63 Index $0.20 Publisher B Baking Supplies 68 Index $0.21 $0.14 Publishers A, B & C Boxed Prepared Dinners 84 Index $0.35 $0.29 $0.23 Primary $0.28 $0.25 Primary Publisher A Publisher B Pet Pet 88 Index $ Index $0.31 Primary $0.21 Publisher A Food 78 Index $0.16 Primary Primary Primary Primary Primary Audience Audience

15 Magazine Methodology: Primary vs. We applied the factor to all past studies based on the percent of each campaign that was primary vs. secondary - The secondary audience was weighted at 76% of the incremental sales contribution of the primary audience Each study was then included in our Norms based on the refactored totals Going forward all magazine studies will include the measurement of the secondary audiences lift using GfK MRI s issue-specific research

16 $ ROAS: Across Media 5% 57% 3% 3% 25% 8% AVERAGE CAMPAIGN REACH $0.5M $9.7M $0.3M $0.5M $1.9M $1.1M AVERAGE CAMPAIGN BUDGET Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 Q Copyright 2016 Nielsen Catalina Solutions

17 Quantifies and validates total audience contribution to sales Key Findings: Publishers Allows more publishers to be included in sales lift studies Small word More accurate input for cross-media / publisher studies Apples to apples comparison with other media Contributes 76% of Primary Sales Response Advertisers Seamlessly evaluate sales lift across magazines in totality for total campaign sales lift Further proof that advertising in magazines drives sales both paying subscribers and newsstand buyers and pass-along readers. Affirms value of secondary audience

18 Going forward: All studies from advertisers or publishers - will include a measured secondary audience measure Small word NCS will conduct quarterly matches with GfK MRI s Issue Specific Study Meredith, Time SUE Inc. D EMIC and NCS will continue to track including: financial update By category (food, beauty, pet, etc.), By frequency/type (monthly vs. weekly, subscriber vs. newsstand, RPC) By campaign element (reach, duration, etc.)plan element secondary audience/rpc, Results will be analyzed regularly and findings will be shared in future papers 18

19 19 Small word