Mediamark Research & Intelligence (MRI) unveiled the first ever ratings measurement for magazine advertising. The new service, AdMeasure, will focus not only on circulation or potential readership of an ad, but will go a step further by measuring the ad’s effectiveness.
The metric will answer the questions:
Was the ad noticed by the reader?
Did it affect consumer behavior?
“Historically, a magazine’s total readership was accepted as a proxy for ad exposure,” said Kathi Love, president and CEO of MRI. “AdMeasure sharpens the focus of magazine accountability by moving the needle from measuring the ‘opportunity to see’ a print ad to measuring how many readers actually saw the ad, as well as how many took an action as a result of seeing it.”
There seems to be a trend in media’s desire to give marketers more precise and qualitative measurements of their advertising. From the new Eyes On rating system for outdoor advertising to this new AdMeasure for print, those media once considered to be a complement to TV and radio are stepping up by offering better accountability and giving advertisers more reason to spend their ad dollars with them.
AdMeasure will provide ratings for national ads one-third of a page or larger in roughly 645 consumer magazines nationwide.
--Tessa G.
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