New Magazine Ad Recall Research

At the launch of Loaded, the new men’s magazine from IPC this morning, (review later) IPC released details of their new research into ad recall. Called Ad Track 1994 the research is being carried out with Millward Brown. Full results will be available next year, with initial results out in July. Ad track will investigate magazine and television ad recall, on a regional as well as national basis.

IPC also released details of research they have carried out into the new review sections of national newspapers, carried out on their behalf by the Beck Consultancy. The research showed that the review section is read for less time than the main news section.

The time normally spent reading in minutes was as follows:

The sections fared badly on recall of ads, with the Daily Mail Weekend scoring highest for spontaneous recall, with only 6%.

Spontaneous recall of any ad

With regard to % of readers getting involved with advertising, the best- read weekend review ad had 33% of readers involved. Although magazines were not researched in the same study, when compared with similar studies by Millward Brown for magazines, the average (as opposed to best read) women’s weeklies ad achieved 63% of readers getting involved.

Research from the 1992 Media Values Study was also quoted.

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