GfK's Starch reaches 500,000 ads measured, showing undiminished levels of recall, "activation"
As of today, GfK's Starch Syndicated Research has measured consumer response to over half a million print magazine ads, recording remarkably consistent and high levels of recall and "actions taken."
Starch data for the first months of 2014 shows that, when asked about a specific print magazine ad, 52% of magazine readers surveyed recalled seeing (or "Noted") that ad, on average – essentially the same level as in 2010 (53%).
And, of those who have "Noted" an ad in 2014, 62% took some action as a result; this means that, on average, 35% of magazine readers have taken action on a print magazine ad this year.
By comparison, an average of 60% of those who recalled an ad in 2010 took action on it – meaning that 33% of magazine readers, on average, were taking action on magazine ads.
Actions measured by Starch include
buying or recommending the product or service,
visiting the advertiser's website,
joining the advertiser's social network, and
using a QR code in the ad.
"The Starch data show that magazine ads have lost little or none of their power to motivate consumers," said Dr. Michal Galin, EVP of GfK's Starch Advertising Research. "Each of the actions we measure represents a high level of engagement; and, when it comes to joining a social network or the use of a QR code, print magazine ads are moving consumers into a digital universe where longer term relationships can be developed and tracked. The result is deeper connections with brands, and a greater likelihood to buy."
Since 2008, the Starch service has measured ads representing more than 35,000 brands in 285 major product categories, and covering 210 magazine titles.
