The Results of the Fall Fashion Issues Are In
CoverGirl, Guess, Target and Banana Republic Multiple Winners
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 |
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Average |
||
Ad Recall Score |
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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 |
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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 |
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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) |
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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 |
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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% |
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Source: Affinity's VISTA Service (Sept 2011); Base: Actions Taken based on readers recalling specific ads |
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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
[email protected]
SOURCE Affinity LLC
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