MAM
Magazine ads more RoI efficient than TV: IPC
MUMBAI: For magazine publishers, this is a research finding that would bring them cheer as they face dwindling subscriber and advertising numbers. According to UK-based IPC Media, magazine ads are more efficient than television in delivering return on investments (ROI).
The research, named AdValue and carried out in collaboration with Nielsen, shows that every pound invested in magazine advertising fetches an average RoI of ?1.40.
Advertising in magazines led to an average increase of eight per cent spend per consumer household spend.
Nielsen used its Homescan panel alongside AdDynamix data to analyse the advertising campaigns of six FMCG brands – Lenor, Comfort, Flash Febreze, Hellmann’s, Colgate and Dove – and isolate the effect of the magazine advertising on household spend. Advertising spend data was then used to calculate the ROI.
The AdValue research study aimed to understand the impact of magazine advertising on driving sales. This was carried out by analysing sales and media data using two different techniques – a panel-based and an econometrics based approach.
Nielsen UK media analytics director Simon Nudds said, “AdValue demonstrates the ability of magazine advertising to increase sales and deliver measurable results.”
IPC Insight also partnered with Mindshare on an econometric modelling project. This demonstrated that magazines deliver a higher ROI than TV and could be used to improve the efficiency of a campaign without increasing the total budget.
IPC Insight director Amanda Wigginton said, “We’re delighted to be able to provide the industry with new, independently verified data on how magazines are driving sales. AdValue provides compelling evidence that magazines are effective in delivering ROI and directly impact the bottom line. Econometric modelling has also been able to show that magazines are often being under-utilised too!”
Brands
Nestlé weighs trimming ice cream footprint and Froneri stak
Swiss giant reviews options including stake cut in €15bn JV as it eyes higher-margin focus post-Unilever split.
MUMBAI: Nestlé is melting down its ice cream ambitions or at least scooping back a few spoonfuls amid a strategic review that could see it slim its stake in blockbuster joint venture Froneri. According to a Bloomberg report published 18 February 2026, the Swiss food and beverage powerhouse is mulling a reduced presence in the global ice cream segment. Options on the table include trimming its holding in Froneri, the joint venture with private equity firm PAI Partners that houses crowd-pleasers like Häagen-Dazs, Mövenpick, and Rowntree’s or even shifting some of Nestlé’s remaining wholly owned ice cream operations into the JV.
Discussions remain fluid, with no final decisions locked in and no guarantee of any transaction materialising. One scenario has PAI Partners boosting its ownership if Nestlé pulls back, while another could see the Swiss group offloading a portion of its stake to an existing investor like the Abu Dhabi Investment Authority (ADIA).
Froneri itself got a hefty valuation boost in October (likely 2025), when Goldman Sachs and ADIA poured in fresh capital, pegging the business at around €15 billion (about $17.69 billion). The move turned heads in the sector, especially as Unilever spun off its ice cream arm last year into the now-independent Magnum Ice Cream Company freeing both giants to chase sunnier, higher-margin pastures.
Nestlé’s rethink, reportedly overseen by new CEO Philipp Navratil as he sifts through the company’s vast portfolio, mirrors broader industry trends: consumer giants are sharpening focus on core strengths amid shifting tastes and profitability pressures. Ice cream might be delicious, but it’s not always the creamiest part of the balance sheet.
Whether this ends in a stake sale, JV expansion, or just more pondering, the frozen dessert world could soon see another ownership shake-up. For now, Nestlé isn’t screaming “last orders” but it’s definitely checking the freezer temperature.
