Audience measurement

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Article • WARC Best Practice, December 2018

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

Audience measurement in the digital age

Article • Andrew Green, WARC Best Practice, June 2017

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

What we know about newspaper audiences

Article • WARC Best Practice, January 2019

Considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

Bauer Media, Dennis Publishing, Haymarket Media Group and Immediate Media: The Priming Effect – How advertising intensifies motoring magazines’ impact on buying behaviour

Research Paper • MRS Awards, Winner, MRS Award for New Consumer Insights, 2018

Bauer Media collaborated with fellow media owner companies Dennis Publishing, Haymarket Media Group and Immediate Media to attain new insight into how motoring media and car advertising affect car buying behaviour in the UK.

Find the cross-platform key audience for newsbrands

Article • Geoff Wicken, Admap, April 2018, pp. 42-43

Outlines the value of the Key Multiple Device Audience and how to identify it, as well as explaining how newsbrands need to focus on their 'core' digital readers.

Audience Measurement 5.0: Pushing the Boundaries

Article • Andrew Green, Research on WARC, December 2017

How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.

S Africa measurement options grow

News • 29 August 2017

JOHANNESBURG: The measurement options available to advertisers in South Africa are growing, with Nielsen’s announcement of a new digital audience metric, the Publisher Audience Measure Survey currently in field and the possibility of fusing ...

How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement - Predicting Consumer Behavior Across Qualitatively Different Experiences

Research Paper • Bobby J. Calder, Mathew S. Isaac and Edward C. Malthouse, Journal of Advertising Research, Vol. 56, No. 1, 2016, pp. 39-52

Although academics and practitioners have embraced customer engagement as a major objective of marketing, the conceptualization and measurement of engagement is challenging.

The company you keep: Revealing the hidden power of media context

Case Study • David Penn and Judy Harman, MRS Awards, Finalist, December 2015

This case study shows how Newsworks, the marketing body for national newspapers, demonstrated that when people view advertised brands within a familiar or loved media context, they form a positive impression of the advertised brand, and the effect is stronger when the relationship is deep.

The Guardian: The guide to context

Article • Katherine Miall, Research on WARC, Summer 2015

This report discusses how media context affects people's responses to advertising, with reference to the Guardian, a UK based newsbrand.

How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online: A Model for Predicting Consumer Attitudes and Intentions to Use Digital Information Products

Research Paper • Colleen P. Kirk, Larry Chiagouris, Vishal Lala and Jennifer D. E. Thomas, Journal of Advertising Research, Vol. 55, No. 1, 2015, pp. 81-94

The advertising industry has devoted substantial managerial focus on digital information and entertainment.

Newsbrands: Planning for print and tablet reading

Article • Sumran Kaul, Heather Andrew and Phil Barden, Admap, March 2015, pp. 42-44

This article explores the difference between print and tablet editions of newspapers, finding that readers are similarly engaged across platforms and that the way content is displayed dictates behaviour.

Goodbye to print: Mobile is the future of the New York Times

Article • Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2015

This event report details the evolving strategy being pursued by the New York Times as it adapts to a future where smartphones increasingly dominate news consumption, as well as some lessons for other brands.

Understanding magazine audiences

Article • Andrew Green, WARC Best Practice, September 2014

This article summarises the best ways to use magazines as an advertising channel, including measurement and future developments.

Readership measurement in the digital age

Research Paper • Andrew Green, International Journal of Market Research, Vol. 56, No. 5, 2014, pp. 609-630

Newspaper and magazine publishing businesses are going through tremendous change. Readers are accessing content in multiple formats from multiple devices and are increasingly difficult to measure.

Word of mouth: Print media's talkability

Article • Steve Thomson and Ozoda Muminova, Admap, July/August 2014, pp. 41-43

This article argues that newspapers and other news media can make a valuable contribution to word of mouth (WOM) around brands by accessing influencers who are more likely to talk about brands and ads.

Understanding Newspaper Audiences

Article • Andrew Green, WARC Best Practice, April 2014

This Warc Best Practice paper discusses measuring and understanding newspaper audiences. The discipline is struggling to keep up with fast-changing consumption patterns, with many preferring newspaper websites to the print products.

Dark matter: Measuring readership in a multi-platform age

Article • Manfred Mareck, Event Reports, The Print & Digital Research Forum Symposium, October 2013

This report, from the biennial Print & Digital Research Forum Symposium, summarises proceedings from a three-day event focused on the methods and challenges of measuring print and digital audiences in an era of multi- and cross-platform media consumption.

Media research: Magazines make their mark

Article • Jim Jarrett, Marcos Perreira and Marius Cloete, Admap, April 2013, pp. 27-29

'Magonomics' analytics suggests that brands should reconsider magazines as a media choice and increase ad investment.

Judging a Magazine by Its Advertising: Exploring the Effects of Advertising Content on Perceptions of a Media Vehicle

Research Paper • Sara Rosengren and Micael Dahlén, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 61-70

This article explores how changes in advertising content can lead to different perceptions of a media vehicle.

The March to Reliable Metrics: A Half-Century of Coming Closer to the Truth

Research Paper • Edith G. Smit and Peter C. Neijens, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 124-135

Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts.

Checking the Pulse of Print Media: Fifty Years of Newspaper and Magazine Advertising Research

Research Paper • Gergely Nyilasy, Karen Whitehill King and Leonard N. Reid; Insights from Scott C. McDonald, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 167-181

This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years.

Media measurement: Press for change

Article • Danny Kay, Admap, November 2010, pp. 42-43

In recent years, regional newspaper owners have lacked the research budgets to carry out face-to-face readership studies.

Media placement versus advertising execution

Research Paper • Edward C. Malthouse and Bobby J. Calder, International Journal of Market Research, Vol. 52, No. 2, 2010, pp. 217-230

We make three contributions towards understanding how engagement with the surrounding editorial context affects reactions to ads.

From "Mommy" to "Mom/me": New insights on moms

Research Paper • Betsy Frank, ARF Experiential Learning, Re:Think conference, 2010

This paper describes research by Time into mothers, with the aim of defining them, understanding the role of magazines in their lives and determining the best ways to engage them with communications.

What we know about multiscreen media planning

Article • WARC Best Practice, February 2019

Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.
What we know about TV audiences

Article • WARC Best Practice, January 2019

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
Media in focus: Marketing effectiveness in the digital era

Article • Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.
The role of premium multi-screen video in an ad campaign

Article • Marianne Vita, WARC Best Practice, September 2018

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.
Global Ad Trends: OOH in focus

Article • James McDonald, WARC Data, February 2018
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
- Successful brands allocate 13% of their media budgets to OOH.
- Out of home CPM is routinely lower than the all media average.
- Out of home accounts for 8% of global display adspend.
- Digital's share of global out of home adspend is expected to rise to 45% by 2021.
- A blended schedule can achieve the benefits of digital impacts with affordable reach.
- Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.