This document summarizes research on the sales effects of magazine advertising using consumer panel data from the Netherlands and Belgium. It finds that magazine advertising led to short-term sales uplifts, with exposed households increasing their spending more than unexposed households. Magazine ads performed better than TV at both recruiting new buyers and intensifying spending of existing buyers. The document acknowledges limitations of the small sample size and local scope but suggests expanding the research across Europe and measuring long-term effects.

1. 1
Esther Braspenning, Sanoma Belgium
THE SALES EFFECTS OF
MAGAZINE ADVERTISING
USING THE GFK PANELS IN THE NETHERLANDS AND BELGIUM.
THE SALES EFFECTS OF
MAGAZINE ADVERTISING
USING THE GFK PANELS IN THE NETHERLANDS AND BELGIUM.

2. 2
The effect of media investment is until now often
measured via effects on awareness, brand image
evolution, presence in evoked etc.
Ads have proven effect on brand equity.
But how is it with sales?
Awareness Information Consideration
Purchase
LoyaltyOpinion
The first moment of truth is
however the purchase of the
product. After the second
moment of truth loyalty will be
build which leads to possible
advocacy.

3. 3
Which medium can attribute the most to sales?

4. 4
Single source measurement of purchase behavior and media
consumption
Purchases
(In-home
scanning)
Media consumptionBackground
information
Food
Beverages
Tobacco
Personal care
OTC drugs
Animal food
Internet
Cinema
Ad tagging
Frequency
OTS calculation
based on media
plan
Press
Radio
TV

5. 5
Base
sales
Uplift
Not exposed
Market
evolution
Exposed Uplift thanks
to campaign
FOLLOWING HOUSEHOLDS OVER TIME ALLOWS
FOR TRACKING SALES UPLIFTS CAUSED BY
CAMPAIGN
T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 T11 T12 T13 T14 T15 T16 T17 T18 T19 T20 T21
During & after advertisingBefore advertising

6. 6
Short term effect: Month by month sales uplift
The total market has grown over time. Both the number of buying households as their
spending has increased.
The total market has grown over time. Both the number of buying households as their
spending has increased.
Jun  July 2011, NL Jan Feb 2012, BE Feb Mar 2012, BE

7. 7
Short term effect: Month by month sales uplift
The households that were not exposed to the campaign at all, however, spent less during
the observed periods. Rexona even lost buying households among the group that did not
come in contact with the campaign.
The households that were not exposed to the campaign at all, however, spent less during
the observed periods. Rexona even lost buying households among the group that did not
come in contact with the campaign.
Jun  July 2011, NL Jan Feb 2012, BE Feb Mar 2012, BE

8. 8
Short term effect: Month by month sales uplift
Hence, the media pressure must have its effect on the households who were exposed to
it. Households who saw the spot on TV reacted positively to it.
Hence, the media pressure must have its effect on the households who were exposed to
it. Households who saw the spot on TV reacted positively to it.
Jun  July 2011, NL Jan Feb 2012, BE Feb Mar 2012, BE

9. 9
Short term effect: Month by month sales uplift
The households that were exposed to the ad in the magazines reacted even better to it.
Both recruitment and intensification of the households is better than among the group that
saw the spot on TV.
The households that were exposed to the ad in the magazines reacted even better to it.
Both recruitment and intensification of the households is better than among the group that
saw the spot on TV.
Jun  July 2011, NL Jan Feb 2012, BE Feb Mar 2012, BE

10. 10
Reaching the target group
10% of the reach of print is within the target group of PRP’s of age 18-34y. TV slightly
performs better. However, neither of both media stands out in reaching this age group.
10% of the reach of print is within the target group of PRP’s of age 18-34y. TV slightly
performs better. However, neither of both media stands out in reaching this age group.

11. 11
Reach the target group
Print reaches the female audience. Where the reach of TV consists for 80% of female
PRP’s, the reach of print contains 94% of female PRP’s.
Print reaches the female audience. Where the reach of TV consists for 80% of female
PRP’s, the reach of print contains 94% of female PRP’s.

12. 12
Benchmark with other media
Comparing the average sales uplifts of media mixes, we see that print is able to add the
highest value on a TV campaign.
Comparing the average sales uplifts of media mixes, we see that print is able to add the
highest value on a TV campaign.

13. 13
Print reaches the
target group very well
Print attributes most in
the mix with TV
Print ads increase
sales on the short
term
Conclusions
Print
works!

14. 14
Detailed view
The current analysis consists of a few campaigns. This gives a very detailed and interesting
view on those specific products and campaigns. The observed sales return on those
campaigns are good achievements. The small base, however, does not allow to generalize the
findings.
Short term view
The current campaigns focus on month to month sales uplifts. This can be considered short
term effects.
Local view
This research has been conducted in Belgium and The Netherlands. As different market
Suggestions for future research
European, 50-100 campaigns, including long term effects.
Discussion & suggestions for future research

15. 15
Discussion & suggestions for future research
Detailed viewDetailed view The current analysis consists of a few campaigns. This
gives a very detailed and interesting view on those specific
products and campaigns. The small base, however, does
not allow to generalize the findings.
Short term viewShort term view The current campaigns focus on month to month sales
uplifts. This can be considered short term effects. An
important question is whether the new buyers were gained
sustainably.
Local viewLocal view This research has been conducted in Belgium and The
Netherlands. The larger European markets such as
Germany and UK are not present in this study.
Taking this research
forward
Taking this research
forward
• European scope: Include UK,
• General findings on print advertising: large number of
campaigns
• Including long term effects

16. 16
Contact
Made by Sanne Van Hoef
Dirk Vanderveken
Division Director Belgium
T +32 2 5580 562 | M +32 478 456 279
Dirk.Vanderveken@gfk.com
Made by Sanne Van Hoef
Esther Braspenning
Title
Phone
Email