Magazine advertising drives online activity
Television and magazines perform particularly well in driving both online search and purchase. The graph below illustrates the average performance of offline media across 14 measured categories in driving users online to search for further information.
Driving online purchase
Of greater importance is the finding that magazines are as effective as television in driving consumers online in order to make a purchase. Television and magazines both have a conversion rate of 32% amongst all adults, which rises to 33% for ABC1 adults. There is very little difference in behaviour by gender group, with television and magazines delivering a similar performance.
Magazines are the primary driver in 10 out of the 14 categories, including cosmetics, fashion accessories, toiletries, food, clothing, travel tickets and holidays. In all other categories magazines perform at a similar level to television and significantly outperform media such as newspapers and radio, as illustrated in the graph below.