GfK MRI Introduces 'Granularity' for Readership Data

In the US, GfK MRI has released 'Granularity' - a system for inputting weekly, local magazine readership data into marketing mix models to determine the impact that individual advertising media has on sales.

GfK MRI provides magazine audience ratings, multimedia research data and insights into consumers' behavior and motivations. Its new Granularity solution is a web-based portal that pulls together data from GfK MRI's 'Audience Accumulation Study', 'Issue Specific Readership Study', and 'Market-by-Market Study'.

Using the tool, the company claims to be able to provide weekly, local audience estimates that 'most accurately' represent the contribution to sales generated by magazine advertising.

GfK MRI's research suggests that between 60% and 70% of US advertisers use statistical analysis systems known as marketing mix models for allocating media budgets. Magazines have traditionally been represented in these models through average audience estimates and national gross rating points, which the firm says are both imprecise measures of the impact of specific ad campaigns.

'Magazine readership has long been disadvantaged compared to other media in marketing mix models, mainly because optimal magazine data have been unavailable - until now,' states President and CEO, Kathi Love.

Web site: www.gfkmri.com .