Research by Brand Intelligence® firm, Ornico, finds the number of new print ads in the personal care and beauty categories surpassed new television advertisements in August 2020. Though print media saw a great decline in 2020 with more publications going online, it still appears to be popular with some advertisers.
Ornico noted that, although advertising spend on TV remains higher, print saw more new breaking ads known as newcomers across publications in the month of August 2020. This is based on 49 ads over the month within the personal care products category, which includes advertising outdoor, radio, internet advertising and direct marketing.
Advertising spend data on TV provided by Telmar shows Nivea, Axe Deo, Shield Deodorant, Eucerin and Garnier to be among the top spenders in August 2020. Data shows that magazines were the leading medium of choice across most brands in this category. This shows how much brands in the beauty and personal care industry still value the power and relevance of glossy magazines for their advertising.
Please view the infographic with findings below: