NEWS4 September 2012

GfK and Sinomonitor measure print ad effectiveness in China

Asia Pacific Features

CHINA— GfK has partnered with Sinomonitor to measure the advertising effectiveness of magazine ads in China. The GfK StarchMetrix Sinomonitor study will measure consumer recall by readers from seven cities. It will be released quarterly.

The two firms will review 1,249 print ads in 42 magazine titles using data from online panels of approximately 10,000 consumers. In its first set of results, released today, the GfK StarchMetrix Sinomonitor study found that ads for cameras, mobiles and cosmetics generated the highest consumer readership scores in June and July.

The HTC One ad featuring photographer Tony Mac (pictured), for example, saw a readership score of 89%. Lee Risk, GfK commercial director media APAC, said: “Advertisers now have metrics to more accurately measure return on investment and to make more precise media planning and spending decisions.”

Wen Zhiwu, chairman of the board at Sinomonitor, added: “It represents a major enhancement to the readership measurement metrics that we have long provided to the marketplace.” Similar surveys will also run in Hong Kong.