Ad effectiveness data shows power of print in China

New data from GfK StarchMetrixTM and Sinomonitor measuring consumer recall of magazine advertisements in China reveals that ads in the cameras/photography, telephone equipment and makeup categories generate the highest consumer readership scores.

The new syndicated print ad measurement data was gathered from online panels of 10,000 consumers in June and July of 2012 by GfK StarchMetrix, in partnership with Sinomonitor. The study, conducted in seven cities, encompassed 1,249 print ads across 42 magazine titles.

Globally, GfK StarchMetrix measures the effectiveness of print ads by asking consumers whether they recall seeing specific ads in specific issues of magazines. To further gauge reader involvement, GfK StarchMetrix also asks consumers what specific actions they took as the result of seeing a print ad and whether they are positively or negatively disposed toward specific brands.

The GfK StarchMetrix Sinomonitor ad effectiveness data on magazine ads in China will be released on a quarterly basis.

More about this study.