NEWS23 November 2009

Mediamark bags GroupM as third AdMeasure client

New business North America

US— Mediamark has bagged GroupM as the third client of its AdMeasure service, which the research agency is looking to establish as the ad measurement currency for major consumer magazines.

GroupM’s Lyle Schwartz, director of implementation research and marketplace analysis, said the research provides “an increased focus on print advertising accountability and that is of paramount importance”.

Currently, AdMeasure reports audience levels for all national ads one-third of a page or larger in 640 consumer magazine issues spread over 112 titles. From next year, however, it is expanding to nearly 200 magazine titles – covering 155,000 ads in more than 3,100 issues.

Audience data is produced through a fusion of Mediamark’s Survey of the American Consumer, its Issue Specific Readership Study and the ad readership research carried out by MRI Starch.

Group M is the media management arm of marketing services group WPP. Other clients of the AdMeasure service are rival media shop Starcom USA and publisher Time Inc.

Mediamark CEO Kathi Love (pictured) said talks were ongoing with “several other major magazine and media buying companies”.