Measuring the efficiency of print media in an integrated media plan

Brand Science has analysed cases studies by 500 companies from 13 countries. The studies examined the role of print media in reaching PROI targets (Revenue Return on Investment) – the PROI is used to measure efficiency. They found that from each EUR 1 spent on advertising by European FMCG companies would be worth EUR 0.17 more if newspapers and magazines were involved in the media mix. The results showed that newspapers and magazines not only produce strong PROI results directly, but they also increase the efficiency of television and online ads.

If advertising campaigns with and without print media presence are compared, we can see that campaigns without magazine ads brought a 0.83 PROI value. When there were 5 percent worth of magazine ads, the PROI increased by 83 percent. In the case of 5-12 percent magazine advertising the PROI jumped to 134 percent, while a 12-55 percent share from the campaign budget for magazine adverts generated a 70-percent PROI growth. Magazines and newspapers are very strong in Europe in the FMCG and FMCG Food and Drinks categories. The research results of Brand Science can help advertisers in strengthening their brands with new print solutions, establishing new relationships and increasing the PROI. //