Robert Cardarelli, Research Manager William J' Havlena, Ph'D', VP, Research Analytics

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Frequency of Reading, Recent Reading, Specific
Issue Exposure...Do they give me different
results when evaluating a campaign?

• Robert Cardarelli, Research ManagerWilliam J.
  Havlena, Ph.D., VP, Research Analytics
• Dynamic Logic, a Millward Brown Company

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What Is CrossMedia Ad Effectiveness?

• What was the branding effect of the media mix?
• How well did the media work together?
• How did effectiveness differ across objectives
  and audiences?

3
What Is CrossMedia Ad Effectiveness?

• It is an evaluation of campaign performance at
  achieving branding goals
• Uses opportunity-to-see (OTS) to determine
  response to advertising
• Print OTS may be based on frequency of reading,
  specific issue reading, or recent reading

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Cell Assignment/Analysis

• Cells included in any given research design
  depend upon the mediaschedule
• For the current study, we only looked at the
  incremental value of print advertising

Print OTS
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Methodology

• Respondents recruited from National Geographic
  website via web intercept or email from
  subscriber database
• Web technology allows survey flexibility
• Cover images could be shown to aid recall of
  specific issues
• Uploaded specific issues to the survey on the
  on-sale date when measuring Specific Issue
  Readership

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Methodology

• Email panel allowed us to survey respondents that
  do not visit the National Geographic website
• Link technology yielded higher response rate
  than typical online survey ( 10)

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Methodology

• 6 advertising campaigns were measured
• Automotive
• Pharmaceutical
• CPG
• Business-to-Business
• Total sample of 4,200 respondents with
  opportunity-to-see advertising
• Qualified by any of the readership conditions

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Methodology

• For each advertiser, each respondent was randomly
  served one of 3 readership questions

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Magazine OTS Recent Reading

• Used in close to 90 of readership measurement
  surveys around the world
• Used survey date, recent reading question
  response and on-sale date to map whether
  respondent had opportunity-to-see

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Magazine OTS Frequency of Reading

• Frequency is also a common method to determine
  opportunity-to-see advertising
• Verbal and numerical scales used
• Data mapping used to line up frequency of reading
  with survey date to determine OTS

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Magazine OTS Specific Issue Reading

• Past research has stated that specific issue
  reading is the Gold Standard or the most
  accurate method available to capture a
  respondents opportunity-to-see

Question Example
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What Brand Metrics Were Tested?
How do you measure where consumers are in the
continuum?
Brand and Advertising Awareness Measures the
level of familiarity respondents have with the
brand (aided and unaided) and its advertising
First, consumers need to be aware of a brand
1.
Message Association Measures the extent to which
respondents can match the message in the creative
to the brand
Then they need to understand the value to them,
or what the product is used for
2.
Brand Favorability Measures the extent to which
respondents have a positive or favorable opinion
of the brand
The consumer forms an opinion about the brand
3.
Purchase Intent Measures the likelihood of
respondents to purchase the brand in the future
Finally, the consumer considers whether he or she
is likely to consume or use the brand
4.
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How Did OTS Assignment Vary?

• Recent Reading gave highest OTS estimates
• Similar results for Frequency of Reading and
  Specific Issue Reading

Number of Respondents classified as having OTS
n1100
n1200
n1140
n1154
n1113
n1118
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Case Study Automotive

• Although similar results are seen for most brand
  metrics, Recent Reading was higher for Ad Recall
  and Purchase Intent

Single case study Automotive Campaign n609
C
C
A/B/C statistically significant at 95 confidence
level
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Aggregate Results 6 Studies

• For aggregated data, results show minimal
  differences in brand metric scores regardless of
  what method is used

Aggregated Studies n4200
A/B/C statistically significant at 95 confidence
level
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Aggregate Results 6 Studies

• Recent Reading had the most significantly higher
  scores however, total was only 5 out of 108
  times

Recent Reading
Frequency of Reading
Specific Issue Reading
Unaided Brand Awareness
Aided Brand Awareness
Ad Recall
Message Association
Brand Favorability
Purchase Intent
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Conclusions

• Overall, level of brand metrics is not very
  sensitive to OTS method used
• Recent Reading may tend to produce slightly
  different results
• In cases where questionnaire is long, frequency
  of reading may be a better option
• Easier to standardize across multiple surveys
• Questionnaire appear shorter when media plans
  have an extensive print schedule