Snapshot of Moments That Matter Data January 2016 For more information please contact:

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Presentation transcript:

Snapshot of Moments That Matter Data January 2016 For more information please contact:

Pleasure ‘Reward’ Purpose ‘Information’ 68% of all magazine moments Source: Moments that Matter 2015 HAPPINESS IS A COMBINATION OF ‘PLEASURE’ & ‘PURPOSE’

39%34%31% MILLENNIALSGENERATION XBABY BOOMERS Source: Moments that Matter 2015 “When I want to know what's going on, it gives me lots of interesting things to talk about” MAGAZINE MEDIA SPARKS CONVERSTIONS WITH MILLENIALS

46%51%50% MILLENNIALSGENERATION XBABY BOOMERS Source: Moments that Matter 2015 “When looking for new ideas or information, it makes me feel like I've learnt something new” GEN X LOOK FOR INFORMATION FROM MAGAZINE MEDIA

MILLWARD BROWN MEANINGFULLY DIFFERENT FRAMEWORK 5 countries 12 categories 21 studies 300+ brands 8000 consumers + Global study by Millward Brown + Respondent level link to purchase data + Included Neuroscience metrics + Further development work with BrandZ

Salient Different Millward Brown Meaningfully Different Framework 2013 A dimension dominated by affinity and meets needs Indicates the extent to which brands build an emotional connection and are seen to deliver against functional needs A dimension dominated by unique and dynamism Indicates the extend to which brands set themselves apart from the category by offering something that others don’t and by being seen as leading the way A dimension dominated by top of mind awareness Indicates the mental availability to the brand. Its not only about brand recognition but about how quickly and easily it comes to mind Meaningful

THE ROLE OF CHANNELS IN DELIVERING IMPACT We worked with Millward Brown to understand the impact different media channels have on the consumer The data looks at impact per person reached, putting all channels on an equal playing field

MEETS NEEDS NewspapersTVMagazinesOnline DisplayRadioOOHCinema +1.32% +1.08% +0.83% +0.32% % % U p lif t i n m e t ri c p o s t e x p o su re +0.47%+0.40% Source: Magnetic/Millward Brown 2015 Meets Needs Measure: OOH n=20, TV n=28, Newspapers n=8, Online Display n=23, Radio n=12, Magazines n=8, Cinema n=9, Online video n=4 Online Video 0 Newspapers and TV, followed by magazines, are most likely to help consumers understand whether a product will meet their needs

SALIENT OOH TV Online Display Newspapers Cinema Online Video +2.41% +1.22% +0.28% 0 3.6% % U p lif t i n m e t ri c p o s t e x p o su re +1.15% Magazines +0.85% Radio +0.74% 0 Audio video channels, followed by magazines deliver the highest scores on Salience +0.26% Source: Magnetic/Millward Brown 2015 Setting trends measure: Online video n=8, TV n=60, Mags n=16, Radio n=17, News n=17, Online Display n=54, OOH n=37, Cinema n=15

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