I don't think TNM readers will find much new in the latest study issued by Kantar Media. But research on tablet publishing is precious so it is worth mentioning and linking back to Kantar.
The study looked at ads inside tablet editions from such magazines as GQ, In Style, National Geographic and found, well, that for the most part there is a whole lot less ads in tablet editions than in print editions.
What Kantar says they found was that the all you see in tablet editions pretty much come from the current customers of the magazine, though it points out that one category seems to be lagging behind - pharmaceuticals. (Kantar wisely points out that pharma ads must include disclosure information, often found in an adjoining ad – something that is difficult on a tablet.)
Kantar found that, in general, the advertising found in tablet editions is about 60 percent of that found in print. But this number is highly suspect simply because it does not account for native tablet editions versus replica editions. Obviously a replica edition will contain all the ads found in the print edition, and for no extra cost. Native tablet editions, however, may be single-sponsored, or have all new ads. Future studies would be wise to classify the digital edition first, then count the ads.
Finally, Kantar Media points out that most advertisers are repurposing their print ads rather than building all new interactive ads for tablet editions, with many not adjusting for the change in orientation possible on a tablet (portrait/landscape).
A PDF of the study available on the Kantar Media website here. Simply register to gain access to the study. It might well be worth your while to download a copy this study in order to compare ad growth (we all hope) that occurs over the next year or two.