Client Magazine Networks Ad Blocking Client contact/s Mary Ann Azer Keira Braybrook, Luke Molkin Debrief Email keirab@fiftyfive5.com Date May 2017 [ 1 ]
Print Magazine readers least likely to take measures to avoid advertising vs. other channel users Channels users take active measures to avoid advertising on TV (live on your TV) 45% Internet (e.g. websites) 44% Social media (not including blogs) 36% TV (online e.g. streaming, on-demand) 35% Radio (live on your radio) 28% Radio (online, e.g. streaming, on-demand) 21% Newspaper (online e.g. website, digital edition) 20% Blogs 17% Magazine (online e.g. website, digital edition, social media pages) 14% Newspaper (print) 12% Magazine (print) 10% BASE: ENGAGE WITH THE MEDIA AT LEAST ONCE A MONTH [ 2 ]
Perceived curation and relevance of content driving Print magazine readers to openly engage with advertising Ads act as a source of 1 in 5 magazine readers inspiration say ads are welcome for magazine readers 1 in 4 magazine readers 1 in 3 say the ads are relevant to their interests print magazine readers believe the ads show 1/3 them new products/ services of print magazine readers believe the ads are carefully selected to suite the content and channel Print Magazine advertising more enjoyable and P rint magazine readers more likely interesting than to pay attention advertising on other channels to the ads [ 3 ]
Print Magazine advertising more welcome than other channels, notably so TV and Websites Response to advertising by users of each channel Ads are welcome 24% 21% 19% 17% 16% 16% 16% 15% 14% 14% 10% Newspaper Magazine Magazine Radio (live on TV (online Newspaper TV (live on Radio (online, Blogs Social media Internet (e.g. (print) (print) (online) your radio) e.g. (online e.g. your TV) e.g. (not including websites) streaming, website, streaming, blogs) on-demand) digital on-demand) edition) SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK [ 4 ]
Print Magazines more likely to show readers new products/services vs. other channels Response to advertising by users of each channel Ads show me new products / services 34% 34% 30% 28% 25% 21% 20% 19% 18% 18% 17% Magazine Newspaper Magazine TV (live on Radio (live on Radio (online, Newspaper TV (online Internet (e.g. Social media Blogs (print) (print) (online) your TV) your radio) e.g. (online e.g. e.g. websites) (not including streaming, website, streaming, blogs) on-demand) digital on-demand) edition) SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK [ 5 ]
Ads are a source of ideas/inspiration to 1 in 4 magazine readers Response to advertising by users of each channel Ads are a source of ideas / inspiration 30% 24% 20% 18% 18% 18% 18% 18% 17% 15% 14% Newspaper Magazine Radio (live on TV (live on Radio (online, Blogs Magazine TV (online Newspaper Internet (e.g. Social media (print) (print) your radio) your TV) e.g. (online) e.g. (online e.g. websites) (not including streaming, streaming, website, blogs) on-demand) on-demand) digital edition) SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK [ 6 ]
1/3 of Print Magazine readers believe the ads are carefully selected to suite the content and channel Response to advertising by users of each channel Ads are carefully selected to suit the media type or content 32% 27% 25% 23% 20% 18% 18% 18% 17% 15% 13% Magazine Newspaper Magazine Radio (live on Radio (online, Newspaper TV (live on TV (online Blogs Social media Internet (e.g. (print) (print) (online) your radio) e.g. (online e.g. your TV) e.g. (not including websites) streaming, website, streaming, blogs) on-demand) digital on-demand) edition) SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK [ 7 ]
Ads are more relevant to readers of Print Magazines than users of any other channel Response to advertising by users of each channel Ads are very relevant to what I’m interested in 24% 19% 18% 18% 17% 17% 16% 16% 16% 16% 14% Magazine Radio (live on Newspaper Magazine Blogs Radio (online, Social media TV (online Internet (e.g. Newspaper TV (live on (print) your radio) (print) (online) e.g. (not including e.g. websites) (online e.g. your TV) streaming, blogs) streaming, website, on-demand) on-demand) digital edition) SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK [ 8 ]
Print Magazine readers more likely to pay attention to ads in Magazines, than users of any other channel Response to advertising by users of each channel I pay attention to the ads when they appear 26% 23% 19% 18% 18% 18% 18% 16% 16% 13% 12% Magazine Newspaper Newspaper Radio (online, Radio (live on Magazine TV (online TV (live on Blogs Internet (e.g. Social media (print) (print) (online e.g. e.g. your radio) (online) e.g. your TV) websites) (not including website, streaming, streaming, blogs) digital on-demand) on-demand) edition) SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK [ 9 ]
Print Magazine advertising more enjoyable than ads on any other channel Response to advertising by users of each channel I enjoy the ads when they appear 22% 20% 19% 18% 17% 15% 14% 13% 13% 12% 11% Magazine Newspaper Newspaper Radio (live on TV (online Radio (online, Blogs TV (live on Magazine Internet (e.g. Social media (print) (print) (online e.g. your radio) e.g. e.g. your TV) (online) websites) (not including website, streaming, streaming, blogs) digital on-demand) on-demand) edition) SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK [ 10 ]
Print Magazine advertising more interesting/appealing than advertising on any other channel Response to advertising by users of each channel The ads are interesting / appealing 24% 21% 18% 18% 17% 16% 16% 14% 13% 13% 12% Magazine Newspaper Newspaper Magazine Radio (live on TV (live on Radio (online, Internet (e.g. Blogs TV (online Social media (print) (print) (online e.g. (online) your radio) your TV) e.g. websites) e.g. (not including website, streaming, streaming, blogs) digital on-demand) on-demand) edition) SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK [ 11 ]
34% of Australians claim to currently use Adblocking software BASE: USED THE INTERNET IN THE LAST MONTH *DATA WEIGHTED TO BE NATIONALLY REPRESENTATIVE OF AGE AND GENDER. INCIDENCE OF MAGAZINE READERSHIP AT LEAST ONCE A MONTH AS CAPTURED IN THE PASSION RESPONSE STUDY [ 12 ]
Ad Blocking technology most prevalent amongst younger males Claimed usage of Ad Blocking technology by age and gender 48% 43% 37% 37% 35% 34% 28% 23% 22% 19% M18-29 M30-39 M40-49 M50-59 M60-64 F18-29 F30-39 F40-49 F50-59 F60-64 BASE: USED THE INTERNET IN THE LAST MONTH *DATA WEIGHTED TO BE NATIONALLY REPRESENTATIVE OF AGE AND GENDER. INCIDENCE OF MAGAZINE READERSHIP AT LEAST ONCE A MONTH AS CAPTURED IN THE PASSION RESPONSE STUDY [ 13 ]
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