Daily Research News Online no. 7059 - ABC Gives Green Light to Integrated Audience Measures

ABC Gives Green Light to Integrated Audience Measures

July 18 2007

In the US, the Board of The Audit Bureau of Circulations (ABC) has given the go ahead to develop 'Audience-FAX' which will integrate data from Scarborough Research, Nielsen//NetRatings and comScore to provide ABC subscribers with a view of both print and online newspaper audiences.

As outlined last month (www.mrweb.com/drno/news6983.htm ), from the Autumn, newspapers will be able to report in-market print, online and combined readerships measured by Scarborough Research. Monthly web site visitors will be reported from Nielsen//NetRatings, comScore and through the use of other analytics tools.

All figures will be independently audited by ABC and be available to subscribers through media reports. The information will also be available in a new industry database, created and hosted by Scarborough to allow advertisers to compare selected markets or papers across a range of demographic segments.

With most of the larger newspapers investing heavily in their Internet presence, publishers hope that the ABC initiative will help demonstrate accountability and transparency in measurement to advertisers.

Stephen Hills President and General Manager at the Washington Post said that the development is an important step forward in showcasing the expanding range of product offerings coming from daily newspapers.

The programme will be offered in two levels: one covering Scarborough-measured newspapers in the top 81 US metropolitan areas, and a second for newspapers in all other markets. Newspapers in markets not covered by Scarborough Research will have the option to participate through their readership and web usage research providers, and this data will also be audited by ABC.

'Scarborough's participation in Audience-FAX brings a 360-degree view of a newspaper's readers�both print and online,' said Bob Cohen, President & CEO, Scarborough Research.

A recent study conducted by the firm and commissioned by the Newspaper National Network, confirmed that there is much overlap between newspapers' print and online readership, with 81% of respondents saying they regularly consume both types of media.

Audience-FAX is due to launch in November and will cover the September 2007 six-month ABC reporting period. Web sites are: www.accessabc.com , www.scarborough.com , www.nielsen-netratings.com and www.comscore.com.