GfK MRI
StarchMetrix
Sharpening the Focus of Magazine Accountability
Context: The Advertising Spend Story
•Concurrent with the downturn of the
economy, the US saw major declines
in advertising spending across all
media between 2008-2009
•Stabilization and rebound have been
slow, in particular for some media
•Competition for advertising budgets
has only increased
Source: Barclays Capital, 2011
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
2
The Print Industry Predicament
Betsy Frank
Chief Research &
Insights Officer
Time Inc.
ARF Measurement 3.0
June 25, 2008
“The value proposition between consumers and magazine brands has never
been stronger.”
“Unless we find a way to communicate that value to advertisers, magazines
will not survive as a viable and valued advertising medium.”
“Without a system of measurement that is timely, accountable and most
of all comparable to other media, we simply will not be able to
communicate that good news.”
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
3
StarchMetrix solves three fundamental business problems facing
the print publishing marketplace. The first is accountability.
“It’s not just writing a check
and hoping something good
happens. Is there going to
be a return on investment,
and how will I know?” Paul
Grogan CEO, Boston Foundation
“With Starch AdMeasure,
MRI has taken another big
step towards helping to
substantiate the power of
print for marketers pursuing
better proof of return on
objectives.” Brenda White,
Starcom USA
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
4
The second fundamental business problem facing the print
publishing marketplace is comparability.
Internet
Changed the ROI game by offering ad
performance metrics such as click-through and
cost-per-click.
Television
In 2007, Commercial Ratings (C3) became the adbuying currency for the $70 billion TV market,
replacing 65 years of program ratings.
Outdoor
Moving from an “opportunity to see” metric to a
“likelihood to see” metric.
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
5
The third fundamental business problem solved by
StarchMetrix is timeliness.
New print ad
readership data enters
the marketplace every
week, generating
conversation.
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
6
StarchMetrix moves print measurement from vehicle exposure to
advertising return on investment, enjoyed by other major mediums.
Degree of
relevance to
advertisers
Relevant measures
Sales Response
Ad-related purchase behavior
Advertising Response
Actions taken
Advertising Persuasion
How an ad influenced consumers who saw it
Advertising Communication
How well ad content is remembered
Advertising Attentiveness
Who paid attention to an ad
Advertising Exposure
Exposure to both vehicle and ad
Vehicle Exposure
Exposure to and attention paid to vehicle
Vehicle Distribution
Physical units by which ads are distributed
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
7
Ways to Leverage StarchMetrix Data
 ROI metric of a print campaign
 Learn how your ads performed in different magazines & different ad positions,
as well as by size & color
 Determine how your ads/campaigns performed against those of your
competitors/category
 Discover whether the number of ads in an issue affects readership scores
 See if within a competitive set, one title consistently outperforms others for
certain brands
 Explore whether ad readership and actions taken scores differ by demographic
 Find out how readers feel about your brand (by publication)
 Determine if the additional costs of premium positions reflect higher noting or
actions taken scores
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
8
GfK MRI Starch - Some Background Information
(United States)
 For 85 years, the industry gold standard for print ad research with
detailed ad readership metrics
 2009 database of measured issues: 611
 2010 -2012 – close to 200 titles, every issue, every national ad
(1/3 page or larger) – approximately 3000 issues measured,
~150,000 ads (per year measured)!
 May 2011 – Starch began measuring digital magazine editions
(tablet, eReader, Zinio/Coverleaf)
 GfK MRI brings together Starch data with audience data to
provide ad audiences
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
9
GfK MRI StarchMetrix Methodology
•All surveys conducted online
•Online panel sources used for sample
•In the US, 4 panels used
(other countries have used different numbers of panels for sample)
•125 completed surveys for every group of 25 ads measured
•Respondents are pre-screened on title readership and then must qualify as having
read the given issue
•(in the US) Starch data weighted to GfK MRI National Study (print audience
currency)
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
10
StarchMetrix: Main Metrics
 Noted – % of readers who remember having previously seen
the ad in the study issue
 Associated – % of readers who not only Noted the ad, but also
knew who the advertiser was
 Read Any – % of readers who read any part of the ad’s copy
 Read Most – % of readers who read more than ½ of the ad’s
copy
 Reader Actions Taken – the number of Noters who took an
action as a result of seeing the ad
 Brand Disposition – the extent to which readers of the
publication are favorably disposed towards specific advertised
brands
 Brand Influence – Recent brand purchase or recommended
brand in last 2 weeks
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
11
Vanity Fair - May 2011
LOUIS VUITTON JEWELRY
Category: Jewelry
1S4| Page 10
Issue Audience (000): 6,320
Noted
Assoc.
Read Any
Read Most
Advertiser
80%
74%
69%
-
AdMeasure Audience (000)
5,056
4,677
4,361
Issue Norm (60 Ads)
57%
51%
47%
Issue Index
140
145
147
24%
Comparable MRI Starch Adnorm: 1S4 - Jewelry
Adnorm (132 Ads)
62%
53%
51%
25%
Adnorm Index
129
140
135
NA
Recommended
the product/
service
Considere
d
purchasin
g the
product/
service
Purchased
the
product/
service
Clipped/
saved
the ad
None
Any
Actions
Taken
Have a
more
favorable
opinion
Visited
websit
e
Looked for
more info
about the
product/
service
Advertiser
50%
29%
17%
18%
10%
20%
3%
6%
50%
Category Norm (1,080 Ads)
57%
22%
15%
16%
12%
20%
4%
8%
43%
88
132
113
113
83
100
75
75
116
Actions Taken by Those
Who Noted the Ad
Category Index
Data based on 9 or fewer respondents are presented in red italics
Positively
disposed (Net)
My
favorite
brand
One of several
brands I like
Don’t use, but
it’s worth
trying
Negatively
disposed (Net)
I use it but don’t
particularly like it
I don’t
like it
I’m
unfamiliar
with it
Louis Vuitton Jewelry
75%
8%
28%
39%
25%
0%
9%
15%
Category Norm (1,080 Ads)
53%
9%
22%
23%
47%
2%
3%
42%
Brand Index
142
89
127
170
53
0
300
36
Brand Disposition
The brand disposition information is asked at the beginning of the Starch survey, before respondents are asked about specific ads. The brand disposition questions do not reference an ad but
rather ask the respondent about the brand itself.
Actions Taken and Brand norms are based on major product category for all ads measured in 2010.
[=] Ad has fewer than 4 words [-] Ad has fewer than 50 words | Adnorms Grp = Online11CT (1/2010-12/2010) | Run Date: Aug 10, 2011 8:22 PM
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
12
Current Starch AdMeasure Subscribers in the
United States
•Publishers
•Condé Nast
•Meredith Corporation
•Rodale
•Time Inc.
•American Express Publishing
•ESPN
•Hearst Magazines
•Bonnier
Agencies Cont’d
• OMD
• UM
• Zenith
• Carat
• The Martin Agency
• MPG
• PHD
• Allscope Media
• Kelly Scott Madison
•Every Day with Rachael Ray
•The Week
•Johnson Publishing
•Wenner Media
•Smithsonian
•Agencies
Advertisers
• Aveda
• Purina
• Sherwin-Williams
• Progressive Insurance
• Crate & Barrel
• Michael Kors
•Group M (Mindshare, Mediaedge, Mediacom)
•Starcom
•Mediavest
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
13
StarchMetrix In Other Countries
•Canada – Syndicated study launched in the spring of 2011
•United Kingdom – Large-scale project conducted in early 2011, discussions
continue about launching syndicated study
•China – Test conducted in fall 2011
•Finland – Test conducted in fall 2011
•Czech Republic – Test launched March 2012
•Singapore – Test launched March 2012
•Hong Kong – Test launched March 2012
•Australia – Test planned for Q2 2012
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
14
Presenter: Michal Galin
michal.galin@gfkmri.com
© GfK 2012 | Title of presentation | DD. Month 2012 ( update this line in view slide master)
15