The Results of the Fall Fashion Issues Are In

CoverGirl, Guess, Target and Banana Republic Multiple Winners

Oct 12, 2011, 11:21 ET from Affinity LLC

NEW YORK, Oct. 12, 2011 /PRNewswire/ -- The results of this year's September fashion issues are in and the findings clearly demonstrate that fashion is still a passion among print magazine readers, although some of the most effective ads of the season may come as a surprise.

Affinity's syndicated VISTA Service, which measures the effectiveness of ads appearing in the country's leading magazines, tracked the impact of 1,595 ad units that collectively appeared in this year's fashion issues (up from 1,559 ad units measured last year).  The average recall of these September ads was 61%, versus a norm of 57% for all ads tracked by VISTA this year.

Despite uncertain economic conditions, 57% of readers recalling ads in the fall fashion issues took action as a result of exposure, with 22% considering the purchase of the advertised product or service.  By comparison, the VISTA reader action norm for all ads measured in 2011 is 53%, with a 19% purchase intent norm.

Among the top performing campaigns, beauty products, personal care and apparel ads were among the highest recalled, along with a number of ad categories not necessarily associated with fashion.  These included entertainment, beverages and home improvement ads.

Highest Recalled Ad Categories in Fall Fashion Issues




Average


Ad Recall Score



Makeup (Lips)

69%

Makeup (Eyes)

68%

Fragrances

66%

Nail Products

66%

Entertainment

65%

Beverages

65%

Make-up (Multi-product)

64%

Retail

64%

Apparel & Accessories

63%

Home Improvement

63%





Source: Affinity's VISTA Service (Sept 2011);  Magazines measured: Allure, Cosmopolitan, Elle, Essence, Glamour, Harper's Bazaar, InStyle, Lucky, Marie Claire, People StyleWatch, Vogue, W Magazine



A closer look at the highest recalled ads in each of the individual September issues reveals that the CoverGirl, Banana Republic and Guess campaigns had broad reaching appeal.  CoverGirl ads achieved the highest recall score in three of the leading fashion titles, while Banana Republic and Guess each produced the top scoring ad in two of the fashion magazines measured.

Highest Recalled Campaign in September Issue





Magazine

Advertiser

Ad Unit

Ad Recall Score





Allure

Banana Republic

Spread

79%

Cosmopolitan

Justin Bieber Someday

Multi-page

76%

Elle

Guess

Multi-page

90%

Essence

CoverGirl Intense ShadowBlast

Page

96%

Glamour

Nike Victory Bra Collection

Multi-page

83%

Harper's Bazaar

Michael Kors

Spread

83%

InStyle

CoverGirl Intense ShadowBlast

Multi-page

86%

Lucky

CoverGirl NatureLuxe + Lip Perfection    

Spread

88%

Marie Claire

Guess

Spread

81%

People StyleWatch    

Clinique Chubby Stick Lip Balm

Spread

85%

Vogue

Banana Republic

Multi-page

87%

W Magazine

Versace

Multi-page

90%





Source: Affinity's VISTA Service (Sept 2011)



The individual ads that prompted readers to take action were dominated by beauty, personal care and retail campaigns, with Target cited as the top ranking ad for reader actions taken in two of the measured fall issues.

Top Rated Campaign Driving Consumer Action in September Issue





Magazine

Advertiser

Ad Unit

Reader Action Score





Allure

Aveeno Daily Moisturizing Lotion

Page

82%

Cosmopolitan

TRESemme Fresh Start

Spread

84%

Elle

Levi's Curve ID Jeans

Spread

86%

Essence

Johnson's Baby Oil

Page

87%

Glamour

Neutrogena Naturals Facial Cleanser

Page

85%

Harper's Bazaar

Target

Spread

85%

InStyle

Tostitos Artisan Recipes

Page

94%

Lucky

Marshalls

Spread

82%

Marie Claire

Essie

Multi-page

80%

People StyleWatch

Target

Multi-page

86%

Vogue

T.J. Maxx

Page

84%

W Magazine

Macy's

Spread

77%





Source: Affinity's VISTA Service (Sept 2011);  Base: Actions Taken based on readers recalling specific ads



About Affinity LLC   Affinity is a media research firm specializing in magazine audience measurement and accountability tracking.  Affinity's products include ProofReader (campaign pre-testing), The American Magazine Study (print and digital magazine audience measurement), and the VISTA Service (in-market effectiveness of print and digital magazine ads).  Company Web site: www.AffinityResearch.net.

Contact:
Tom Robinson
212-922-9582
tom@affinityresearch.net

SOURCE Affinity LLC



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