Taking the guesswork out of advertising audience measurements has been the wish of advertisers, media buyers and newspaper executives for many years. Most of the time the measurements have been conducted on a street-based or telephone based interview, with high cost and a small number of ads. The use of the internet as a tool for collecting data on newspaper ad readership is a new development, showing good and stable results and giving insight into newspaper advertising readership that has never before been shown. Some of the results from a year long study of advertising readership in Sweden confirm the conventional thinking, while others are new and challenging - and most certainly will shed new light on the development of more effective ads and a more effective pricing structure. This paper shows the aggregated readership data for more than 160000 individual advertising observations over the years 2001 to 2003. The paper shows some results of newspaper advertising observation after age, color, placement in newspaper, editorial environment, left hand page/right hand page, and advertisement size.
The paper concentrates on a new method for the measurement of specific issue readership. By means of an electronic version of the Through the Book method with various issues of some twenty magazines the specific issue reach and the cumulating reach has been investigated in the Dutch market. The paper treats methodological issues: how the new method can be used in print audience research and how it can be combined with the measurement of the effects of print and television.
This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market. The authors present ways to work within the paradigm of traditional research, but through analysis, help make print a more actionable and more precisely controlled medium in a channel planning age.
Millward Brown IntelliQuest has performed a controlled experiment comparing web-based versions of its annual syndicated media study, the CIMSTM Home Technology Influencer and Business Technology Influencer surveys, with the paper versions currently in use. This study found that the web-based versions produced media measures highly correlated with the paper-based versions. However, web measures were higher on average for readership audience estimates and lower on average for viewership audience estimates. Response rates were lower among web-based consumer respondents, but higher among web-based business respondents.
The Involvement Index, presented at WAM 2002, has been embraced as a breakthrough, enabling qualitative data to be effectively incorporated into the planning and buying process and sparking debate over the best ingredients for the Index, along with lingering questions as to the quantifiable impact of reader involvement on ad recall. An Involvement Alliance of magazines led by Reader' Digest sponsored a research project led by Knowledge Networks with the objective of determining the extent to which the MRI involvement measures are related to recall of actual ads. Pilot study results suggest that there are significant links between the MRI qualitative measures and magazine ad effectiveness. The most significant correlations to advertising recall based on the extension analysis were time spent reading; place(s) of reading; and page exposure. The purpose of this paper is to provide the pilot test results and analysis of the methodology as well as indications for the main study.
This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK .This ad campaign promoted a Golden Jubilee competition run by Surf. The issue being addressed was the extent to which the tone of voice and communications of the brand advertising was complemented by the tone of voice of the medium in which it was placed. Surf is a laundry brand positioned in emotional terms as a friendly, playful, extrovert, fun brand and the advertising execution was playful and humorous. The Sun, as the most popular tabloid newspaper in the UK, is also positioned as playful, fun and extrovert. The question posed for research was the extent to which there was emotional synergy created by the media placement and whether this could be measured and indeed quantified.
This paper outlines an approach to modeling advertising exposure in magazines over specific periods of time, providing important insights to aid advertisers and media planners in developing more productive magazine plans. Key elements of the model are reviewed, illustrating how available research can be leveraged for better decision-making. This will incorporate widely available syndicated resources.
The author recently analyzed the accumulation patterns of 120 different magazine schedule/target combinations in order to identify a potential hierarchy of ad exposure accumulation by both broad editorial classification and frequency of publication. It is expected that the results of this analysis will initiate a dialogue regarding the most expedient ways to move the print planning and negotiation process to the next level, i.e., from vehicle exposure (stage two) to advertising exposure (stage three) of the ARF Model.This paper briefly outlines the accountability and declining share-of-adspend issues prevalent in the magazine industry today. It then highlights a number of velocity metrics for the schedules analyzed and provides several strategic recommendations that the industry might wish to consider in moving the process of print planning and negotiation forward to later stages of the ARF Model.