Media agencies welcome greater transparency of ABC data
National newspapers are providing greater transparency to their circulation data as of today – a move welcomed by media agencies.
National newspaper data published today by the ABC includes for the first time a Monday-Friday average and a Saturday average.
Carat planning director Charlie Varley said of the new reporting method: “We welcome the introduction of this very useful insight. The detail of data allows our planners and buyers much more visibility to execute targeted campaigns for our clients.”
Mindshare press director Vanessa Clifford added: “This is an exciting and progressive step forward for national newspapers. We and our clients will benefit from this more nuanced data and we look forward to more changes that support the ad trading process.”
Newspaper Marketing Agency CEO Rufus Olins added: “The industry has collaborated to provide this more granular detail on the circulation of national news brands. It is an important step forward that will support all those involved in planning and buying advertising. This is just one new initiative however, and we are looking at new ways to measure and highlight the overall growth of news brands’ audiences across the multiplatform landscape.”
From July 2012 daily average indices will also be published across each six-month period.
ABC data will be available on Newsline and MediaTel.co.uk from noon today.