Research based on 15 campaigns that contained both TV and magazine advertising indicates that
spending in magazines generates a higher return-on-investment (ROI) than TV advertising.
While spending on TV commercials is significantly higher than magazine expenditures, it is advertising
in magazines that produces higher campaign awareness and higher message association. Therefore, it is
not surprising to find that return-on-investment is also higher for magazines than for TV.
In the table below, which is based on 15 campaigns that contained both magazine and TV advertising,
we see that sending in magazines produced a return-on-investment of $4.82 for every dollar spent while
the ROI for TV was $2.91/$1.00.
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