Independent research · adViewPRO™

Don't take our wordfor any of this.

Baxter Research Group independently surveys Athletic Business readers about what they noticed and what they did after reading. This page is their findings — measured behavior, reported with its base and nothing blended in.

Baxter Research Group, adViewPRO™ Print Ad Analytics, Athletic Business, May 2026 (n = 296).
Figures describe survey respondents, not Athletic Business's circulation.

01 / What readers did

Ads here turn into actions

88%

Took one or more purchasing actions in the past year

From ads and/or editorial · of the readers Baxter surveyed

86%

Influenced by ads in one or more ways

Ad influence · of the readers Baxter surveyed

56%

Took or are likely to take one or more buying actions

Preliminary buying actions 50% · active buying actions 35%

Inside the 86% — how ads influenced them

Liked one or more ads	76%
Became newly aware of a product or service	70%
Associated ads with brands	68%
Improved their opinion of an advertiser	65%

Inside the 88% — the actions they took

Visited an advertiser's website	60%
Recommended a product or service seen in ads or articles	45%
Tried, used, purchased or sought a product	31%
Other actions	7%
Took none	12%

Baxter Research Group, adViewPRO™ Print Ad Analytics, Athletic Business, May 2026 (n = 296). Figures describe survey respondents, not Athletic Business's circulation.

02 / How they read

Read soon, read closely, rated essential

94%

Rate Athletic Business a personal favorite or important

Of the readers Baxter surveyed

91%

Read their issue within a week of receipt

Of the readers Baxter surveyed

85%

Read the print edition

40% read the digital edition · of the readers Baxter surveyed

Baxter Research Group, adViewPRO™ Print Ad Analytics, Athletic Business, May 2026 (n = 296). Figures describe survey respondents, not Athletic Business's circulation.

03 / Purchasing involvement

What the surveyed readers do in the buying process

These are the survey respondents describing their own purchasing role — reader behavior from the panel, not a claim about our circulation.

61%

Approve or authorize purchases

Self-reported · of the readers Baxter surveyed

56%

Recommend or specify brands or suppliers

Self-reported · of the readers Baxter surveyed

12%

Not involved in purchasing

Stated because it's true — the other 88% are

Baxter Research Group, adViewPRO™ Print Ad Analytics, Athletic Business, May 2026 (n = 296). Figures describe survey respondents, not Athletic Business's circulation.

04 / Ad recall

7 in 10 surveyed readers recall the average ad

70%

Recalled seeing the average ad

Issue average, all studied ads · of the readers Baxter surveyed

41%

Read some of the average ad

Issue average, all studied ads

30%

Read most of the average ad

Issue average, all studied ads

Recall by ad size

Ad size	Ads in issue	Recalled seeing
Two pages	2	77%
One page	26	70%
One-half page	12	67%

Honest caveat: only two two-page ads ran in the studied issue, and both were sponsored articles — the two-page cell is real but thin. The number that holds sitewide is the issue average above.

Baxter Research Group, adViewPRO™ Print Ad Analytics, Athletic Business, May 2026 (n = 296). Figures describe survey respondents, not Athletic Business's circulation.

05 / Methodology

How the study works

Drawn from our circulation

Panel drawn from Athletic Business's qualified circulation using structured random-interval selection.

Independent

Independent third-party research. Baxter's findings are theirs, reported here with the base for every figure.

Not a one-off

Athletic Business print advertising has been independently measured by Baxter's adViewPRO program in four consecutive annual studies, 2023–2026. Figures on this page are from the May 2026 study; studies are not blended or trended.

Baxter Research Group, adViewPRO™ Print Ad Analytics, Athletic Business, May 2026 (n = 296). Figures describe survey respondents, not Athletic Business's circulation.

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