Mediamark Builds AdMeasure into 'Currency'

GfK subsidiary Mediamark Research & Intelligence (MRI) has announced plans to expand the size of the AdMeasure database five-fold making it, the firm says, 'large enough to be a syndicated industry currency for print ad measurement'.

Launched in June this year, AdMeasure is billed as the industry's first ad ratings service for major consumer magazines. The service gets its print ad ratings from the firm's Survey of the American Consumer, which measures the average issue audience of consumer magazines; the Issue Specific Readership Study, which measures readership for individual issues of magazines; and readership research firm MRI Starch.

MRI says the service 'elevates magazine audience measurement granularity to the level of TV and the Internet'. AdMeasure gives ratings for all national ads one-third of a page or larger and includes the number of readers who saw, read and took action to a given ad. At present, it tracks 646 magazine issues spread over 112 titles, but as of next year it will measure every issue of nearly 200 major consumer magazine titles, giving print advertisers and their agencies access to 'reliable ROI metrics for effectively all insertions comprising a print campaign' according to MRI.

President and CEO Kathi Love comments: 'When we launched AdMeasure a few short months ago, we knew there would be a 'phase two'. Online panel sources have various biases and MRI wanted to ensure we could combine the several disparate panels needed to produce ratings for so many issues in a way that controlled for that bias. After much analysis, we're now comfortable that we can effectively do this and offer the marketplace high-resolution ad ratings for virtually every national ad in every issue of the major national consumer magazines.'

MRI is part of GfK Group and is online at www.mediamark.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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