How much can magazine advertising increase sales, on average?
It depends on a host of circumstances of course, but a UK study in 2005 based on 20 brands found an average increase of 11.6%. This was the ‘Sales Uncovered’ project, an analysis of household purchasing panel data, TNS Superpanel. Not only was magazine advertising associated with an additional sales uplift of 11.6% in terms of sales value; there were also significant uplifts in terms of sales volume, market share and market penetration: Sales volume was 18.1% higher Market share (sales value) was 6.7% higher Market share (sales volume) was 8.6% higher Brand penetration was 8.5% higher By comparing the value of the additional sales generated by magazine advertising, with the cost of that advertising, it was possible to estimate the return on investment. Across the medium term (defined as 12 months since the beginning of the magazine advertising), TNS calculated that the return on investment was £2.77. That is, every £1 spent on magazine advertising produced additional sales of £2.77. Th
