The Power of Magazine Advertising for brand building

1

CinemaTV

MagazineRadio

NewspaperOnline Display

POSOnline Video

Outdoor

0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5%

TV and Cinema do the best job in driving overall awareness for a brandAverage impact per person reached – Awareness

Contribution per reach

Awareness = Awareness of the brand and/or campaign

Based on 300 Millward Brown CrossMedia studies, data to March 2015

3

MagazineNewspaper

TVCinema

POSRadio

Online DisplayOnline Video

Outdoor

0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% 1.4% 1.6% 1.8% 2.0%

Magazines have the potential to increase associations more than any other medium Average impact per person reached – Associations

Contribution per reach

Associations = campaign specific messages

Based on 300 Millward Brown CrossMedia studies, data to March 2015

Magazines deliver strong returns on brand metricsShare of investment vs. share of impact

4

Associations

Awareness

Investment

36%

47%

43%

5%

5%

6%

5%

6%

6%

9%

8%

8%

18%

11%

10%

14%

9%

7%

7%

7%

8%

7%

7%

13%

TV Online Video Cinema RadioNewspaper Magazine Online Display Outdoor

Based on 300 Millward Brown CrossMedia studies, data to March 2015

Magazines deliver strong returns on brand metricsShare of impact indexed on share of spend

5

Awareness Associations

10919%

8364%

12813%

18600%

TV Online Video Cinema RadioNewspaper Magazine Online Display Outdoor

109

83100 100

110129

88

54

84 8383

180

113

200

86

54

Based on 300 Millward Brown CrossMedia studies, data to March 2015