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Published on June 15, 2009 | Email this article
Mediamark Research & Intelligence
has launched a new research product
with Time Inc. and Starcom USA as
inaugural subscribers. The product,
AdMeasure, gives the average
audience size for any magazine ad
that takes up more than a third of a
page, across nearly 650 consumer
magazines tracked by the company.
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Advertising, Marketing & Media Issues
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Rather than focusing simply on a magazine’s total readership,
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AdMeasure claims to measure how many readers actually saw
the ad, along with how many took action as a result of seeing
it.
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The measurement raises magazine advertising measurement
to the level of TV and the internet in terms of granularity, the
company says. AdMeasure’s print ad ratings are derived from:
MRI’s Survey of the American Consumer, a standard for
measuring the average issue audience of consumer
magazines; the Issue Specific Readership Study, which
measures readership for individual issues of magazines; and
MRI Starch. “We use our national study to statistically
determine what reader variables drive ad readership and then
project the MRI Starch data so they reflect an issue’s actual
audience profile. Then we overlay the Starch ad readership
scores with Issue Specific audience levels to create print ad
ratings,” explains Kathi Love, pres and CEO of MRI.
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MRI bought GfK Starch in July 2008, at a time when advertisers
were asking for more specific magazine readership data. The
acquisition occurred amidst the Magazine Publishers of
America’s call for proposals for a new magazine ratings system,
which some felt was a direct challenge to MRI to expand its
research offerings, writes MediaPost.
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Rival researcher Affinity is also working on an audience
measurement service, the American Magazine Study. It, too,
will measure consumer recall as well as action taken in
response to ads, but the services differ in their methodology,
Adweek reports. The American Magazine Study will be unveiled
in 2010.
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