Magazine readers provide advertisers with a highly engaged audience, according to neuroscience research from ACP Magazines.
The study, which was carried out by Neuro-Insight, as part of the 'I Love Magazines' trade campaign, measured the brain activity of participants in the areas of engagement, immersion, response and memory encoding. The neuroscience research was conducted with 200 women readers across 11 ACP titles and 64 brands.
ACP said the research showed that from the very first page readers were connected with the magazine and immediately engaged with the content.
It also revealed that along with engagement, the content was immediately encoded into long term memory and sustained for the entire reading experience.
Brand salience pre-exposure was 15% higher in the magazines than the Neuro-Insight global average. After reading, brand salience improved even further, increasing by an average of 7.3%. 95% of advertised brands tested saw their brand salience improve.
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