AdMeasure Rolled Out to GroupM

GroupM - the management arm of WPP's media agencies - has signed up to use Mediamark Research & Intelligence's (MRI) consumer magazine ad ratings service AdMeasure.

AdMeasure was officially launched in June, to measure how many readers actually saw an ad, as well as how many took an action as a result of seeing it. The service combines data from MRI's Survey of the American Consumer, and ad readership research carried out by MRI Starch.

GfK-owned MRI says that by next year, its service will provide audience metrics for every national ad in every issue of approximately 200 magazines - covering 155,000 ads in more than 3,100 issues.

'AdMeasure provides an increased focus on print advertising accountability and that is of paramount importance to all GroupM agencies,' said Lyle Schwartz, Director of Implementation Research & Marketplace Analysis for GroupM. 'We believe strongly in the power of print as an effective advertising vehicle, both now and in the future, and this service will help us achieve greater value for our clients.'

Time Inc and Starcom USA are already offering AdMeasure intelligence to their advertisers and clients.

Web sites: www.groupm.com and 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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