British Direct Mail Measurement Rejigged by Nielsen

07 January 2003

The measurement of Britain’s direct mail sector is to be overhauled by Nielsen Media Research.

Responding to the shift below the line of advertisers’ spend, the agency is expanding the size and composition of its direct mail panel.

Explains Nielsen: “Business mailings represent a significant sum of advertising revenues in the UK where universal creative treatments are used on all media platforms ensuring a consistent brand message.”

The new data will be available from this month.

Data sourced from: Media Week (UK); additional content by WARC staff