TC Media has signed a multi-user deal for its three major titles – Canadian Living, Elle Canada and Style at Home – to receive data on the effectiveness of advertising in the magazines.

GfK MRO StarchMetrix Canada measures the readership and effectiveness of all national ads in virtually all issues of the top Canadian consumer magazines and also offers ROI metrics based on actions taken as a result of seeing a print ad.

President of Starch Research Services Brian Hickey said: “This will enable TC Media to work more closely with advertisers and agencies and provide actionable data showing how many readers their ad reached, along with whether the ad drove purchase consideration, website, and social media activity and word-of-mouth.”