ABX measures ads across all media types in the U.S. and internationally reaching geographical areas representing 90% of global media spend. This post is a part of our systematic review of good and bad ads for 2022 by Media Type. Today’s post focuses specifically on Print Ads selected from 13 countries that were among 10,000 evaluated by ABX. If you are interested in testing or learning more about Print creative testing, contact us here.

Is Print Advertising Worth Including in your Marketing Mix?

Yes, we all know print advertising is on the decline, and is projected for negative growth of almost 11% from 2023-2027 (Statista 2022). But a bright spot is the Magazine category with the largest market volume. Special interest publications are the sweet spot and are growing quickly.

Print is best known for its impact on brand recall and purchase decisions, and is a key part of integrated, multi-channel approaches to marketing campaigns. Before you move all your money out of print to digital, have a look at some highlights from Gardner Business Media’s, “26 Relevant Print Marketing Statistics: 2022 Ad Spending & Impact” below.

  • Combining print (especially magazine) and digital ads will make online campaigns 400% more effective (Top Media Advertising, n.d.).
  • 82% of consumers trust print ads the most when making a purchase decision (Burstein, 2017).
  • 70% of households with an income above $100,000 are newspaper readers (Mansi Media, n.d.).
  • 95% of people under 25 years old read magazines (Top Media Advertising, n.d.).
  • Print readers usually spend 20 minutes or more with their publication in hand, while a typical visitor to a digital news site sticks around for less than five minutes (Heitman, n.d.).
  • Print ads require 21% less cognitive effort to process (R.C. Brayshaw, 2020).

With Good Creative, Print Advertising is Just as Effective as Other Media Types

ABX has tested more than 365,000 ads since its inception, with 15% being in print.  The results illustrate how ad effectiveness average norms for various media types differ, with Print, Online Display, Out of Home, and Radio norms scoring about the same. TV and Video, of course, have the highest norms due to the bigger budgets devoted to creative for those mediums. Note how widely ABX Index scores range from good to bad in the gray bars below. Print scores range from 18 to 175.

Creative Norms By Media Type

However, average norms of all ads only tell part of the story. When ABX compared only “good” ads (ABX Index 106+) for all media types, the average norms were very close. The chart below illustrates that GREAT CREATIVE can be equally effective across media types, and less expensive mediums provide better budget returns.

Highest Performing Creative

Top Scoring Global Print Ads for 2022

The ads featured below are among the top 15% of almost 10,000 ads measured by ABX from Australia, Brazil, Canada, Chia, France, Germany, India, Italy, Japan, Mexico, Spain, United Kingdom, and United States. They were chosen mainly by scores, but also by educational value.

  • Mercedes EQ – ABX Index of 150 – Vogue – Australia

The exquisitely designed ad below from Mercedes EQ appealed to every demographic, with an ABX index of 150 for GenPop, 171 from Millennials 171; 142 from Gen X; and 150 from Boomers. So, if the target was Millennials, the headline, “For a New Generation,” was perfect. The Brand Awareness score (102 overall) was barely above average, though, likely due to the ads reliance on “EQA” and the Mercedes symbol rather than including the Mercedes name in more than small text. It is a little surprising that Message was scored at 139 given the size of the text beneath the headline, but who can argue with such high Reputation and intended Action results? Also, note the high score for the male model in the Gender Equality Index™ (GEI), which contributed to those results.

Below we show both the GenPop scores first, and then take a closer look at the spectacular Millennial scores. It doesn’t get much better than this.

Mercedes EQ
Mercedes Scores

Here are the Millennial scores:

Mercedes Millennials
mercedes EQ scores
  • Coca-Cola – ABX Index of 136 – The Grocer – United Kingdom

The Image ad/advertorial below was featured in The Grocer, a British digital and print magazine devoted to grocery sales since 1862. The headline, “We’re new bottles made from 100% recycled plastic,” is a highly credible claim for the environment. Branding is excellent with four prominent logos, and the “Action” score includes Purchase Intent, which was maxed out at 236, Relevance at 146 and Recommend at 153. The huge environmental link in the headline with four prominent logos are great examples of branding with a highly credible claim of environmental friendliness. This is far from the typical ‘green-washing’ often used by other brands with questionable links to real ESG benefits.   

brands with questionable links to ESG benefits. Also note that the Message (147) repeats the benefit twice (100% recycled plastic/100% recyclable).  

Coca-Cola UK
Coca-Cola UK Scores
  • Nivea Men – ABX Index of 135 – Lebensmittel Zeitung (LZ) Newspaper – Germany

LZ is a German weekly newspaper for executives in the food industry and retail. The headline in the ad below says it all: “Our Nivea Men bestseller deodorant sprays now in cans made of – 100% Recycled Aluminum.” Once again, we see an environmental friendliness claim with verifiable benefits. Brand Awareness is unusually high at 113 due to three clear logos, and the strong Message at 157 drove very high Purchase intent (183) and Recommend (183), which are parts of the Action score.

Nivea Dry Impact Score
  • La Gaufre Biscuits – ABX Index of 131 – 20 Minutes Daily Newspaper – France

20 Minutes is a free daily newspaper aimed at commuters, which are likely very hungry! The headline, “Sorry, Belgians, we were inspired by your recipe!” is complemented with mouth-watering details like how the biscuits have “sugar pearls that make them even better warmed up,” and health benefits like “they contain 5 fruits and vegetables.” Again, big scores in Look For (171), Purchase intent (254) and Recommend (155), all of which are part of the Action score.

Pardon Les Belges
  • Pure Leaf – ABX Index of 131 – HGTV print publication – United States

HGTV print provides DIY ideas, budget buys, homes, and best tips from HGTV stars, experts, and editors. What a perfect publication for this ad, “They Say Less is More” and prove it with “20 calories” and “5 grams of sugar). Clean, clear, uncluttered, and a big logo. The scores speak for themselves with Relevance (141) and Purchase (254).

pure leaf
Pure Leaf Score

Be watching for the second half of this story, “The Bottom Five Global Print Ads of 2022” coming up next!

For more information, contact Diane Light Waight, VP Business Development HERE.

Written by: Angela Jeffrey, VP Brand Management, ABX

Jeff Schamel

Vice President, Operations

Jeff Schamel Directs Operations for ABX with Experience from IPSOS and P&G

Jeff has more than 25 years of market research experience including project management, client service, operations, production and sales.

Before joining the ABX Senior Management team, Jeff was a Senior Account Manager at Ipsos, working with Procter & Gamble and other client assignments. Prior to that, he was Senior Project Manager for Opinion One, where he was responsible for guiding the company’s online, mall and other initiatives for eight years.

Jeff began his market research career with Cooper Research while participating in the Professional Practice Program at the University of Cincinnati, Ohio. Upon graduating with his BS in Marketing and Management, Jeff led a team of data analysts as Group Manager at Matrixx Marketing Research (now Concentrix).

Jeff’s broad in-depth marketing research experiences enable him to bring a unique perspective to directing operations that creates effective and efficient environments to support a wide range of client activities.  Having come up in the industry alongside the advent and progression of online interviewing, he has a unique perspective on the benefits and challenges of conducting quality research resulting in meaningful results.

Jeff considers himself an amateur music historian and sports enthusiast, as well as a family man, who takes advantage of the many outdoor activities in his community including biking, hiking, kayaking and swimming.

Dr. Peter Moomaw

Co-Founder, Vice President, Development

Peter is the primary developer of operations technology and data analysis. As a chief visionary on the Research and Development team, Peter works to generate innovative ideas for the continued development of processes and protocols.

Peter brings 17+ years’ experience in software development in the market research industry. He was previously at Opinion One, where he was integral in the development of research software systems covering a number of areas.

Peter has a BA in Mathematics, a BS in Physics, and a PhD in Physics, all from the University Cincinnati.

Martin Geraghty
Martin Geraghty

Vice President, Client Services

Geraghty Brings Experience from Roper Starch, GfK, MRI and IPSOS to ABX

Martin has more than 20 years of experience in the market research space including business development, methodology, product design, operations, client service, analysis and sales. He is a member the ABX Management Group with both client-service and operational responsibilities. Before joining ABX, Martin held senior management positions at Roper Starch Worldwide, GfK, MRI (Mediamark Research) and Ipsos. At Ipsos, he managed client service covering all aspects of the research process including research design. He managed the development and implementation of several brand and advertising measurement programs across a broad range of business sectors, helping clients maximize marketing objectives and return on investment. Prior to joining Ipsos, Martin was Vice President at MRI and was involved in business development, day-to-day management and long-term planning and growth for syndicated and custom programs. He also developed and updated the organization’s operational infrastructure to bring new and improved measurements to the marketplace. Before joining MRI, Martin was a Vice President of Operations at GfK. He managed researchers developing programs to monitor and improve methodologies. He played a key role in overseeing profit responsibility of client programs. Prior to his role at GfK, he was Vice President of Research and Operations at Roper Starch Worldwide.
Michael Alf

Co-Founder Ocucom and ABX, Vice President, Software Development

Michael Alf Brings 12 Years’ Software Engineering in the Market Research Industry

Michael is one Founders of Ocucom, of which ABX is a division, and has over 12 years’ of software engineering experience in the market research industry. As a Lead Software Engineer with Ocucom, he brings a unique blend of a technological background along with hands-on market research experience. Michael specializes in providing custom software solutions utilizing Ocucom’s dynamic software platform to address unique client needs in an efficient and cost-effective manner.

Prior to starting with Ocucom, Michael was a senior software engineer at Opinion One in Cincinnati, where he was one of the principal architects of the OASIS 2 Survey Software Package. He also played a key role in developing a licensable solution to bring to the market place as well as handling the logistics of on-site training and support of end-client users.

Michael obtained his B.S. in Computer Science from the University of Cincinnati.

Greg Tunstill

Co-Founder, Chief Information Officer

Greg Tunstill Leads the Creation of ABX Communications Tools

Greg Tunstill, a founder of ABX, is the Chief Information Officer responsible for ABX’s technical infrastructure and maintenance. He also leads the design and development of ABX’s communications tools, a critical component of its technology services.

Prior to joining ABX, Greg was Director of Network Operations of Opinion One since its inception in 1992. He designed and developed the communications systems that were the core of its data collection networks and was responsible for continuing development and implementation of information technologies. Prior to his position at Opinion One, he designed inventory control and expert systems for BellSouth field offices and worked as a consultant and independent contractor. In 1991 he joined Americom Research as a systems engineer where he advanced to Director of Network Operations and met members of the team that formed Opinion One.

Greg is a graduate of Middle Tennessee State University where he obtained a Bachelor of Science in Computer Science.

Julian Brown

Chief Technology Officer

Julian Brown is an ABX Founder and Chief Visionary for Strategic Planning

Julian brings 20+ years of software engineering and market research experience to ABX. As one of the Founders and in his position as Chief Technology Officer, Julian is the chief visionary responsible for strategic planning and development.

His primary day to day roles include management of software development, oversight of survey production, and lead architect for custom software development projects. As the principal technology architect, Julian adapts emerging technologies for use in market research. He is responsible for maintaining the “continuous development” philosophy.

Before becoming one of the Founders, Julian was Vice President, Software Engineering at Opinion One. In this capacity, he was responsible for the design and development of Opinion One’s core technology and licensing products.

Prior to Opinion One, Julian worked for Americom Research, starting as a Software Engineer and progressing to Director, Software Development. While at Americom Research, Julian pioneered the design and creation of one of the market research industry’s first fully interactive computer-aided interviewing suites.

Julian received his Bachelor of Science in Computer Science from Middle Tennessee State University.

Gary Getto


A Pioneer in Measuring Across all Media Types

Gary has an extensive background in product development, strategic planning, and sales/marketing. He is a frequent speaker to the advertising, marketing, and public relations communities.

Gary is a pioneer in efforts to measure and analyze the combined impact of news coverage, social media, and advertising communications on key business metrics, such as sales or product preferences, with ground-breaking work linking communications activity to business outcomes. He was also one of the first to apply artificial intelligence to better understand how communications impacts consumer behavior.

As part of these pioneering integrated measurements, the need to benchmark every ad and build a comprehensive database of advertising performance metrics for evaluating all advertising creative became clear. Gary has been part of the ABX management group that developed the methodology, technology, and criteria for measuring advertising performance globally, and at scale, in an affordable manner. 

Now Gary and all ABX partners work with communications leaders across a diverse set of industries to expand that understanding by incorporating the first-ever Gender Equality Index™, creative measurement solutions for ESG, Diversity & Inclusion, Ethnicities (in and out-of-country), Product Placement/Integration, Brand Fit™, Gaming, Audio and more.

Gary holds a B.S., in Mechanical Engineering from Lehigh University and a Masters in Management Science from Stevens Institute of Technology.

J. J. Klein​

Chairman & CEO

Developing Valid and Reliable Information through Syndicated and Custom Research

JJ Klein has devoted his entire career to developing more valid and reliable information through syndicated and custom longitudinal research programs for Fortune 500 companies. This extensive knowledge base enabled him to create and develop ABX, which now offers the most accurate normative database for advertising effectiveness measurement in the marketplace.

JJ brings more than 35 years of marketing, research, consulting, and technology experience in designing and developing methodologies and programs for long-term growth. He has exceptional strength in domestic and international new business development, strategic planning, and identifying and tracking consumer, retail, and industry trends.

Leadership in Top Global Research Firms

Early in his career, after attending City University in New York as a math and science major, JJ joined Simmons Market Research Bureau as a Project Director. Over time, he rose to Associate Executive Vice President. Among his accomplishments, JJ created the first online interactive data analysis and delivery system for agencies, media, institutions, client, and service companies.  

JJ and Bill Simmons then founded a new venture …Three Sigma Research Center. It was here that JJ, Chief Operating Officer, created the first major syndicated rating system for Newspapers in the U.S., which later became the Scarborough Report. Three Sigma Research was eventually sold back to Simmons; Simmons sold it to Scarborough; and then Scarborough was acquired by Nielsen.

Following the sale of Three Sigma, JJ joined Audits & Surveys Worldwide as a principal leading the sales tracking and market share audits for a broad range of retail and service establishments both domestically and internationally. Following the acquisition of Audits & Surveys by GfK, JJ joined Roper Starch as Executive Director, reporting directly to the Chairman.

Creation and Development of Ocucom™ and ABX™

In 2004, as he continued his industry visionary travels, all of JJ’s experience came together as he tackled new solutions for market research in the Internet age. He and four partners founded Ocucom™ and invented a research-proven, respondent-oriented Ocular™ approach to internet sampling and multi-modal interviewing methodology. For the first time, respondents could answer text-based questions within a visual communication world where the computer screen was the interviewer/communicator. Inventions continued such as Ocucom’s PreCast™, the first long-form video viewing solution in the industry.

Also, during this time, JJ’s early leadership in internet research methodology caught the eye of top-tier global research competitors. He ended up designing methodologies for their online survey capabilities.

Then, in early 2012, he formed ABX™ as an outgrowth of Ocucom. JJ had conceived the idea for ABX some 15 years prior but had to wait for internet maturation and online panel/sampling companies to evolve. ABX partners focused on JJ’s ABX concept and methodology by building an infrastructure and a 5-year formative database before opening to the market in 2018. The new company offered the first high-quality Ocular research system for all ads in all media types with detailed, never-before analytics; the first syndicated, all-media type ad effectiveness platform; results in 24-to-48 hours on dashboard, and significantly lower costs. At ABX, as at Ocucom, inventions have continued such as the expansion of the ABX syndicated program into the first-ever global solution, and the first Gender Equality Index™. Solutions have expanded to include creative measurement for ESG, Diversity & Inclusion, Ethnicities (in and out of country), Product Placement/Integration, Brand Fit, Gaming, Audio, and more.

A Career Devoted to Validity and Reliability in Market Research

JJ’s background brings together an extremely unique blend of extensive experience in designing and developing global and regional longitudinal research programs. His accomplishments include the design and initiation of programs and methods that produce more valid and reliable information. They also include contributions to the market research profession through association membership, speaking, writing, and presenting.

Like Nielsen for TV, Arbitron for Radio, and MRI for Magazine, JJ’s original design for the newspaper program continues as the Scarborough Report ratings standard for Newspaper.  Today, JJ leads ABX as a syndicated and custom research service for ad effectiveness and gender equality, which have quickly become the gold standards of their own.

Angela Jeffrey, APR

Vice President, Brand Management

National Award-Winning Veteran of Public Relations, Advertising and Marketing

Angela is an internationally known speaker and national award-winning veteran of public relations, advertising and marketing.  She has been a teacher and leader in the use of metrics to measure communications impact for over 20 years, especially at the intersection of PR and Advertising.

Angela is primarily responsible for all ABX marketing efforts, and for projects that involve PR or social media measurement. She is the primary driver of our collaboration with the prestigious Institute for Public Relations as we develop methods to measure the impact of PR and social media on advertising effectiveness.

Prior to joining ABX, Angela was Strategy Director at Salience Insight, (now CARMA), a global provider of PR effectiveness measurement. Previously, she was a Vice President at Surveillance Data, Inc., an international analytics powerhouse that specializes in predictive modeling. Angela continued as a key leader upon the sale of her division to VMS and helped develop Vantage, with Gary Getto, the first platform to measure the combined impact of PR and Advertising.

Angela graduated summa cum laude from Southern Methodist University with a BFA in Journalism and BBA in Marketing.



Diane Light Waight

Vice President, Business Development

Diane Light Waight handles Sales, Business Development, and Marketing for ABX

Diane has 20+ years of experience helping Marketing, Advertising, and PR decision-makers at global brands, media companies, and agencies increase their ROI by connecting and authentically engaging their target customers through Sales, Business Development. MarTech, AdTech, Big Data, Market Research, SaaS, eCommerce, and Integrated Marketing.

She is passionate about her family, entertainment, health & wellness, empowering women, and environmental sustainability.