It’s often said that the biggest portion of television advertising is done by TV networks themselves for tune-in promotion. With this in mind, networks might want to take another look at print magazines, based on consumer ad recall data from GfK MRI’s Starch Advertising Research in the entertainment genre in February.
A two-page spread for the Feb. 26 premiere of NBC’s “Good Girls”—a modern day drama wherein three women band together to rob a grocery store to alleviate their individual financial woes—scored three of the top positions in three separate entertainment titles.
Meanwhile, an ad in the Feb. 19 Star Magazine promoting the Bounce Trumpet Awards also landed among the highest achievers for consumer recall.
The best-scoring “Good Girls” promo was an ad in the Feb. 19 issue of TV Guide Magazine, with a Noted score of 90 among survey respondents. It tied with a combo ad in the Feb. 5 issue of OK! magazine for Tampax Pearl Tampons and Tampax Pocket Pearl Tampons.
Close behind was a “Good Girls” ad in the Feb. 26 issue of In Touch Weekly, with a Noted score of 89, and one in the Feb. 23 Entertainment Weekly, at 87.
Rounding out the top rankings was an ad in the Feb. 5 edition of OK! for Advil Minis Liqui-Gels. It was recalled by 85 percent of Starch survey respondents, tied with the Bounce Trumpet Awards ad.
Along with data on the top ads that consumers Noted, or recalled having read, GfK MRI also provided the audience for these magazine issues from its Issue Specific study. IS metrics show how magazines perform with regard to their average issue audience estimates from GfK MRI’s Survey of the American Consumer™ for the two most recent Waves of Survey data.
Rank: #1 (tie) NBC Good Girls
Magazine: TV Guide Magazine
Noted Score: 90%
Issue Specific Audience: 11,155,000
Rank: #3 NBC Good Girls
Magazine: In Touch Weekly
Noted: 89%
Issue Specific Audience: 4,886,000
Rank: #4 NBC Good Girls
Magazine: Entertainment Weekly
Noted: 87%
Issue Specific Audience: 8,311,000
Rank: #1 (tie) Tampax Pearl Tampons and Tampax Pocket Pearl Tampons
Magazine: OK!
Noted: 90%
Issue Specific Audience: 3,089,000
Rank: #5 (tie) Advil Minis Liqui-Gels
Magazine: OK!
Noted: 85%
Issue Specific Audience: 3,089,000
Rank: #5 (tie) Bounce Trumpet Awards
Magazine: Star Magazine
Noted: 85%
Issue Specific Audience: 4,464,000
