Which DTC advertising medium generates the highest return-on-investment?
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.
