Roy Morgan Debuts 'Audience Dollar Value' Metric

In Australia, Roy Morgan Research has introduced a new metric to calculate the 'audience dollar value' (ADV) of newspapers, magazines, TV shows, radio stations and web sites across a range of consumer and business expenditure categories.

The new ADV metric converts readership data into a 'dollar value' representing what readers of a particular media brand spend online. Clients can compare audience values within or across different media types, for specific consumer product categories such as menswear or perfume; and can analyse by income and living expenses, or by weekly credit card, online shopping or grocery spend.

CEO Michele Levine (pictured) comments: 'Our research shows that Australians spend an average of $750m a week online. We are now using our online expenditure data to quantify the dollar value of magazines and other media in terms of their reach into the lucrative online market.'

Web site: www.roymorgan.com.au .