Study: Consumers favor magazine ads over video

Data show that magazines might influence more purchasing decisions than many marketers might think. Here are highlights from a recent Nielsen Catalina study.

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If the last time you’ve thumbed through a magazine was in an airport Hudson News or waiting in line at the grocery store, you’re not alone.

It’s also probably been years since a salesman has rung your doorbell with a tremendous offer on a magazine subscription.

Despite that, when it comes to consumer packaged goods, a decade’s worth of data show that magazine ads are providing brand managers’ their biggest “return on ad spending.” The data analyzed 1,400 research projects across 450 brands.

A study from Nielsen Catalina Solutions reveals that—when pitted against TV, digital display, video, mobile and cross-media campaigns—magazines delivered the highest return.

As many marketers continue to set their sights—and budgets—on video, the study delivers some heartbreaking news: Digital video ranked lowest with regards to return.

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