[ 1 ]

Email

Date

Client

Client contact/s

Keira Braybrook, Luke Molkin

keirab@fiftyfive5.com

May 2017

Mary Ann Azer

Magazine Networks

Ad Blocking

Debrief

[ 2 ]

Print Magazine readers least likely to take measures to avoid advertising vs. other channel users

BASE: ENGAGE WITH THE MEDIA AT LEAST ONCE A MONTH

Channels users take active measures to avoid advertising on

45%

44%

36%

35%

28%

21%

20%

17%

14%

12%

10%

TV (live on your TV)

Internet (e.g. websites)

Social media (not including blogs)

TV (online e.g. streaming, on-demand)

Radio (live on your radio)

Radio (online, e.g. streaming, on-demand)

Newspaper (online e.g. website, digital edition)

Blogs

Magazine (online e.g. website, digital edition, social media pages)

Newspaper (print)

Magazine (print)

[ 3 ]

Perceived curation and relevance of content driving Print magazine readers to openly engage with advertising

1 in 5 magazine readers

say ads are welcome

1 in 3 print magazine readers believe the ads show them new products/ services

Ads act as a source of

inspiration for magazine readers

1/3 of print magazine readers

believe the ads are carefully selected to suite the content and channel

1 in 4 magazine readers

say the ads are relevant to their interests

Print magazine readers more likely

to pay attention to the ads

Print Magazine advertising more

enjoyable and

interesting than

advertising on other channels

[ 4 ]

Print Magazine advertising more welcome than other channels, notably so TV and Websites

SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK

Response to advertising by users of each channel

24%

21%

19%

17% 16% 16% 16% 15% 14% 14%

10%

Newspaper(print)

Magazine(print)

Magazine(online)

Radio (live onyour radio)

TV (onlinee.g.

streaming,on-demand)

Newspaper(online e.g.

website,digital

edition)

TV (live onyour TV)

Radio (online,e.g.

streaming,on-demand)

Blogs Social media(not including

blogs)

Internet (e.g.websites)

Ads are welcome

[ 5 ]

Print Magazines more likely to show readers new products/services vs. other channels

SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK

Response to advertising by users of each channel

34% 34%

30% 28%

25%

21% 20% 19% 18% 18% 17%

Magazine(print)

Newspaper(print)

Magazine(online)

TV (live onyour TV)

Radio (live onyour radio)

Radio (online,e.g.

streaming,on-demand)

Newspaper(online e.g.

website,digital

edition)

TV (onlinee.g.

streaming,on-demand)

Internet (e.g.websites)

Social media(not including

blogs)

Blogs

Ads show me new products / services

[ 6 ]

Ads are a source of ideas/inspiration to 1 in 4 magazine readers

SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK

Response to advertising by users of each channel

30%

24%

20% 18% 18% 18% 18% 18% 17%

15% 14%

Newspaper(print)

Magazine(print)

Radio (live onyour radio)

TV (live onyour TV)

Radio (online,e.g.

streaming,on-demand)

Blogs Magazine(online)

TV (onlinee.g.

streaming,on-demand)

Newspaper(online e.g.

website,digital

edition)

Internet (e.g.websites)

Social media(not including

blogs)

Ads are a source of ideas / inspiration

[ 7 ]

1/3 of Print Magazine readers believe the ads are carefully selected to suite the content and channel

SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK

Response to advertising by users of each channel

32%

27% 25%

23%

20% 18% 18% 18% 17%

15% 13%

Magazine(print)

Newspaper(print)

Magazine(online)

Radio (live onyour radio)

Radio (online,e.g.

streaming,on-demand)

Newspaper(online e.g.

website,digital

edition)

TV (live onyour TV)

TV (onlinee.g.

streaming,on-demand)

Blogs Social media(not including

blogs)

Internet (e.g.websites)

Ads are carefully selected to suit the media type or content

[ 8 ]

Ads are more relevant to readers of Print Magazines than users of any other channel

SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK

Response to advertising by users of each channel

24%

19% 18% 18% 17% 17% 16% 16% 16% 16%

14%

Magazine(print)

Radio (live onyour radio)

Newspaper(print)

Magazine(online)

Blogs Radio (online,e.g.

streaming,on-demand)

Social media(not including

blogs)

TV (onlinee.g.

streaming,on-demand)

Internet (e.g.websites)

Newspaper(online e.g.

website,digital

edition)

TV (live onyour TV)

Ads are very relevant to what I’m interested in

[ 9 ]

Print Magazine readers more likely to pay attention to ads in Magazines, than users of any other channel

SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK

Response to advertising by users of each channel

26%

23%

19% 18% 18% 18% 18% 16% 16%

13% 12%

Magazine(print)

Newspaper(print)

Newspaper(online e.g.

website,digital

edition)

Radio (online,e.g.

streaming,on-demand)

Radio (live onyour radio)

Magazine(online)

TV (onlinee.g.

streaming,on-demand)

TV (live onyour TV)

Blogs Internet (e.g.websites)

Social media(not including

blogs)

I pay attention to the ads when they appear

[ 10 ]

Print Magazine advertising more enjoyable than ads on any other channel

SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK

Response to advertising by users of each channel

22%

20% 19%

18% 17%

15% 14%

13% 13% 12% 11%

Magazine(print)

Newspaper(print)

Newspaper(online e.g.

website,digital

edition)

Radio (live onyour radio)

TV (onlinee.g.

streaming,on-demand)

Radio (online,e.g.

streaming,on-demand)

Blogs TV (live onyour TV)

Magazine(online)

Internet (e.g.websites)

Social media(not including

blogs)

I enjoy the ads when they appear

[ 11 ]

Print Magazine advertising more interesting/appealing than advertising on any other channel

SOURCE: SOURCE: 2016 PASSION RESPONSE STUDY. NATIONALLY REPRESENTATIVE FEMALES 18-65 BASE: ENGAGE WITH THE CHANNEL AT LEAST ONCE A WEEK

Response to advertising by users of each channel

24%

21%

18% 18% 17% 16% 16%

14% 13% 13% 12%

Magazine(print)

Newspaper(print)

Newspaper(online e.g.

website,digital

edition)

Magazine(online)

Radio (live onyour radio)

TV (live onyour TV)

Radio (online,e.g.

streaming,on-demand)

Internet (e.g.websites)

Blogs TV (onlinee.g.

streaming,on-demand)

Social media(not including

blogs)

The ads are interesting / appealing

[ 12 ]

34% of Australians claim to currently use Adblocking software

BASE: USED THE INTERNET IN THE LAST MONTH *DATA WEIGHTED TO BE NATIONALLY REPRESENTATIVE OF AGE AND GENDER. INCIDENCE OF MAGAZINE READERSHIP AT LEAST ONCE A MONTH AS CAPTURED IN THE PASSION RESPONSE STUDY

[ 13 ]

Ad Blocking technology most prevalent amongst younger males

BASE: USED THE INTERNET IN THE LAST MONTH *DATA WEIGHTED TO BE NATIONALLY REPRESENTATIVE OF AGE AND GENDER. INCIDENCE OF MAGAZINE READERSHIP AT LEAST ONCE A MONTH AS CAPTURED IN THE PASSION RESPONSE STUDY

Claimed usage of Ad Blocking technology by age and gender

48%

43%

35% 34%

37% 37%

28%

22% 23%

19%

M18-29 M30-39 M40-49 M50-59 M60-64 F18-29 F30-39 F40-49 F50-59 F60-64

[ 14 ]

creates opportunities for growth

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