In 2004 the UKâ€™s National Readership Survey published readership accumulation data, a breakthrough for the NRS (1). This prompted the Periodical Publishers Association (PPA) – the UKâ€™s professional body for magazine publishers â€“ to commission an analysis of the TNS household shopping panel Superpanel in order to obtain fresh evidence on magazine advertising effectiveness. In particular, the PPA wished to use the new accumulation data for distributing across time, week by week, the exposures generated by each magazine insertion, so that exposures could be related more accurately to purchases.
The resulting project is called â€˜Magazines Uncoveredâ€™, and in published form it consists of three brochures: â€˜Sales Uncoveredâ€™, â€˜Planning Uncoveredâ€™ and â€˜Communication Uncoveredâ€™ (2). This paper focuses mainly on the hard data shown in â€˜Sales Uncoveredâ€™.
Symposium: 2005: Prague, Session 3 - The Advertisers Perspective
Authors: Consterdine, Guy, Hemming, Richard
Organisations: EMAP Media, Guy Consterdine Associates
Topics: Fusion and Modelling, Inter-media Comparison, Panel Research