IPC study suggests magazines deliver more ROI than TV

UK — IPC Media’s Insight arm has partnered with Nielsen and Mindshare on a research project that suggests magazines deliver a higher ROI than TV advertisements.

The research, which used purchase data from Nielsen’s Homescan panel alongside AdDynamix data, claims that every £1 invested in magazine advertising generates an average ROI of £1.40.

Nielsen scrutinised the advertising campaigns of six FMCG brands – Lenor, Comfort, Flash Febreze, Hellmann’s, Colgate and Dove – and attempted to isolate the effect of the magazine advertising on household spend.

It calculated that advertising in magazines led to an average increase of 8% in household spend. Advertising spend data was then used to calculate the ROI.

In addition to the Nielsen analysis, IPC partnered with Mindshare on an econometric modelling project. IPC said this demonstrated that magazines deliver a higher ROI than TV and “can be used to improve the efficiency of a campaign without increasing the total budget”.

Amanda Wigginton, IPC Insight director, said: “AdValue provides compelling evidence that magazines are effective in delivering ROI and directly impact the bottom line. Econometric modelling has also been able to show that magazines are often being under-utilised too.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

2 Comments

Display name

Email

Join the discussion

Anton Haas

...And in other news, turkeys have voted against Christmas

Like Report

Display name

Email

Join the discussion

John Grono

Surely the headline should say "IPC study suggests magazines deliver more ROI than TV for FMCG brands".

Like Report

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts