Ad Recall on Tablet Magazines Equal to Print: GfK Study Finds Recall Average at 52 Percent on Both Mediums

By Wood, Samantha | Folio: the Magazine for Magazine Management, July-August 2014 | Go to article overview

Ad Recall on Tablet Magazines Equal to Print: GfK Study Finds Recall Average at 52 Percent on Both Mediums


Wood, Samantha, Folio: the Magazine for Magazine Management


A recent study released by GfK MRI Starch Advertising Research found that ad recall on tablets is equal to print magazines.

The study tracked reader recall of 28,624 advertisements in 805 tablet consumer magazines published in 2013. The average level of audience recall for tablet and print magazine ads in 2013 was 52 percent. The study also states that the top "noted" digital ads were recalled by over 80 percent of readers, equal to the most "noted" print ads.

Joe Bilman, chief digital officer and global head of business development at American Media Inc., says that these finding are in line with his company's ad recall measurement. "We track ad recall on a regular basis with a panel of readers, several thousand by title, and we find no difference between tablet and print," he says. "It's always very close to equal or slightly better for tablets versus print."

AMI, publisher of Shape, Star, Men's Fitness and more, recently released a tablet app called InPrint, featuring 13 titles for a 99-cent monthly subscription as an introductory price. The company also measures other forms of engagement on tablets in addition to tracking ad recall. "We track everything," Bilman says. "What content is most popular, most shared, the viewability of the articles. …

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