A surprising number of studies have tackled this subject over the years and most indicate that TV and magazine ads generate comparable advertising impact, which is something many marketers fail to appreciate. This article is also available in Magazine Dimensions and Intermedia Dimensions. (3 pages text, 1 table)
How receptive to ads are magazine readers? This article answers that question, providing a background of the ad receptivity concept, as well as breakdowns of ad receptivity by magazine genre. This article also appears in Magazine Dimensions. (2 pages text; 1 table)
MDI uses data from NGR’s 2003 Advertising Receptivity Index to answer this fascinating question. Ad receptivity is profiled by demographics, television genres and product categories. This article also appears in TV Dimensions. (4 pages text; 6 tables)
How does a magazine publisher successfully pitch an advertiser who currently only advertises on TV? The answers are all here. This article also appears in Magazine Dimensions. (3 pages text; 4 tables)
At first, this question seems like a no-brainer, but many people in the advertising business still dispute the idea that higher levels of attention to program content have any benefit for the advertiser. This report puts this issue to rest, citing a variety of studies using different measures—all of which confirm the linkage between high degree of program involvement and the likelihood of commercial exposure. This article also appears in TV Dimensions. (3 pages text, 4 tables)
This report reviews the alleged advertising impact benefit of high rated programs has been explored by many researchers using methods ranging from ad recall to dial switching behavior and concludes that, for the most part, rating level distinctions have only a minimal effect on advertiser impact. This article also appears in TV Dimensions. (2.5 pages text, 5 tables)
Maybe not. A demonstration of the penalties incurred when trying to reach light TV viewers. This article also appears in TV Dimensions. (3 pages text; 4 tables)
An overview of key events in the history of magazines, with an emphasis on 20th century magazine advertising and audience research. Covers 1740-present. This article also appears in Magazine Dimensions. (11 pages text)
Radio’s key technological, programming and advertising moments in a convenient capsule format. Covers 1895-present. This article also appears in Radio Dimensions. (6 pages text)
A year-by-year profile of key events in television’s history, from both a programming and advertising perspective, for 1920-present. This article also appears in TV Dimensions. (14 pages text)
It certainly was a big problem in the early-1970s, according to data from Gallup & Robinson, especially if ads for competitive products ran within 10 minutes of your pod in the same telecast. More recent ad recall studies focusing on individual commercial breaks reveal severe losses for the advertiser when his message shares a pod with more than three or four others. From TV Dimensions 2006. (1.5 pages text, 3 tables)
We compiled this review of many sources, going back 40 years. On a normative (all commercial) basis, the commercial impact findings are extremely consistent, though it is important to note that other factors aside from recall (motivating power, for example), must be considered in evaluating the relative values of varying commercial lengths. This article also appears in TV Dimensions (1 page text, 1 table)
The studies that explore this issue do not always agree on the outcome, yet questions about it recur. This review summarizes some of the most prominent research studies and concludes that first, rather than last, is probably best, but it all depends on the sequence of ads, their relative appeal, synergistic effects, etc. This article also appears in TV Dimensions. (2 pages text, 4 tables)
MDI creates its own AQH ratings and audience comps as a consensus of various survey methodologies might reveal them. This unique analysis includes sex, age, HHI and income breaks for various dayparts, genres and sports types. From TV Dimensions 2007. (1.5 page text; 8 tables)
One of the traditional strengths of magazines relative to TV is the ability of most publications to target light TV viewers; our analysis takes a hypothetical brand and media plans and shows you how shifting part of the budget from TV to magazines produces beneficial effects. This article also appears in Magazine Dimensions. (2.5 pages text; 4 tables)
Why overdeliver heavy TV viewers to reach elusive light viewers when you can use radio to effectively reach them? MDI shows you how with hypothetical plans that demonstrate the process. This article also appears in Radio Dimensions. (2 pages text; 4 tables)
How does one assess the real world impact of a 30-second TV commercial compared to a radio, magazine or Internet ad? The approaches and pitfalls are explored on a medium-by-medium basis. This article also appears in Intermedia Dimensions. (7 pages text)
NGR’s 2003 Advertising Receptivity Index is utilized to provide a profile of the percentage of adult average issue readers who were regular readers and also identified themselves as ad receptive. Variations by sex, age and income reveal some surprising variations. A website exclusive. (2 pages text; 8 page table)
Everything you ever wanted to know (and more) about magazine audience research, including detailed analysis and critiques of dominant methodologies and real world scenarios of how consumers respond to through-the-book vs. recent reading interviews. This article also appears in Magazine Dimensions. (20 pages text)
A concise analysis of the impact of timing adjustments in magazine scheduling; includes a demonstration of how two hypothetical magazine schedules with equal GRP weight deliver their audiences differently over an eight week period. This article also appears in Magazine Dimensions. (1.5 pages text; 2 tables)
A concise demonstration of how the effectiveness of TV ad campaigns alters awareness levels and commercial wearout at varying GRP levels. This article also appears in TV Dimensions. (2.5 pages text; 1 table)
Time spent by medium (TV, radio, pre-recorded music, newspapers, VCRs, books, magazines, the Internet and video games) by sex, age, income and occupation. This article also appears in Intermedia Dimensions. (1 page text; 4 tables)
Includes the median age breaks for 31 TV program/network dramas and for sports. This article also appears in TV Dimensions. (1 page text; 2 tables)
The decaying effects of an ad exposure vary from product category to product category and from brand campaign to brand campaign, but this white paper offers some intriguing ad recall and scanner-based sales data that create a normative base for advertising practitioners to ponder. This article also appears in TV Dimensions and How TV Commercials Communicate. (2 pages text, 2 tables)
MDI’s most requested data—our exclusive CPM projections for TV, radio, magazines, newspapers and out-of-home, including daypart/genre subsets for TV and magazines and network vs. spot for radio. CPMs are presented for men and women and by age and top 1/3 household income. This article also appears in Intermedia Dimensions. (3 pages text; 10 tables)
Analyzing all the primetime series that attained top-10 household rating status for one or more seasons since 1950-51, this article contrasts the amount of time the average hit program was on the air with the number of years it was in the top 10. Breakdowns by genre reveal significant variations between sitcoms, various types of dramas and other formats in longevity of hit status and in the amount of time it takes to reach such levels. This article also appears in TV Dimensions. (2 pages text, 2 tables)
A multi-decade analysis of the number of new shows that air each fall, and the number that return the following year. Have things changed much from 1960 to the present? The answer is here. This article also appears in TV Dimensions. (1 page text; 1 table)
This paper summarizes the results of 50 years worth of studies of viewer attentiveness to program and commercial content, and notes a great consistency in their findings. Also included is a three page capsule summary of 20 studies that explores the issue of commercial exposure using a variety of methodologies. This article also appears in TV Dimensions. (1.5 pages text, 2 tables, 3 pages of research summaries)
An overview of 20 year’s worth of research on radio and TV ad impact. From Radio Dimensions 2006. (2 pages text; 2 tables)
An exclusive MDI analysis on the aging of magazine readership by genre over the past ten years. This article also appears in Magazine Dimensions. (1 page text; 3 tables)
Traces the erosion of ad impact from the mid-1960s to 2006, focusing on factors such as the trend to shorter ads and more cluttered ad breaks, and shifting methodologies used to research the topic. From TV Dimensions 2006. (4 pages text; 3 tables)
An analysis of 28 years of upfront primetime sales by on-air networks versus cable. This article also appears in TV Dimensions. (1 page text; 1 table)
A history of the development of this concept, including tables to demonstrate how it works, both from an historical and a contemporary perspective. This article also appears in Magazine Dimensions. (4 pages text; 2 tables)
This paper presents a logical way for the media planner or advertiser to predict his/her ad awareness attainment relative to GRPs, providing s/he is willing to make certain clearly defined assumptions about the campaign’s appeal and impact. While we do not intend that the model we have constructed be a substitute for actual case by case research, we have found it to be reasonably predictive in many cases. This article also appears in TV Dimensions. (4 pages text, 6 tables)
Trending and forecasting on the distribution of total U.S. TV home set usage by program source (network, station type), including major network types, cable, VCRs and video games. This article also appears in TV Dimensions. (1 pages text; 1 table)
A profile of TV’s out-of-home audience by location, daypart and demographics. This article also appears in TV Dimensions. (1 page text; 3 tables)
Trending on how the impact of TV’s solitary viewers has changed since the 1950s. Includes variations by daypart. This article also appears in TV Dimensions. (1 page text; 1 table)
MDI provides its own estimates of the percent of adult viewers who are fully attentive to an average minute of program content by network type and program genre. From TV Dimensions 2006. (1.5 pages text; 1 table)
This report takes an average winter week from last season, and shows how the typical TV home divided its total set usage time by program source and by type of programming. This article also appears in TV Dimensions. (1 page text, 3 tables)
