Using Industry Agreed standards, ABC’s Total Audience certificate will provide a de-duplicated audience figure across a range of platforms for Business Media brands including print, website and digital editions and publications. The Total Audience figure is the first hybrid offer from ABC and has been developed specifically for the Business Media Market to bring industry standards and transparency to valuable audience data.
The Total Audience methodology will use data integration techniques to bring ABC and JICWEBS’ census data together with research data conducted according to PPA Business Media endorsed research standards to calculate the net audience of a Business Media brand. ABC worked in collaboration with experts from across the industry, including PricewaterhouseCoopers LLP (PwC) and the PPA to develop Total Audience certification which has been endorsed by the wider industry, including business media owners advertisers and media agencies.
This move comes in response to the structural shift away from print and towards new platforms that has characterised the Business Media sector in recent years. This explains Business Media owners’ desire to demonstrate net audience reach across all platforms.
Claire Butcher, Director, Ogilvy Primary Contact commented: “The ABC stamp of trust and PPA endorsement are at the heart of ABC’s new Total Audience certification. It’s good to see ABC innovating and working in collaboration with other experts to deliver credible solutions providing valuable trading information for the business media sector.”
Jan Pitt (pictured), Group Executive Director of Client Services at ABC commented: “Bringing brand audience figures under the umbrella of industry standards will bring greater transparency and comparability for media buyers. ABC certification facilitates the ad trading process and I am delighted that ABC can now offer Business Media owners a de-duplicated audience figure.”
Sam Tomlinson, the PwC director who leads their media measurement practice, added: "An understanding of cross-platform audience reach is critical information for any advertiser planning either a reach or frequency campaign. We are delighted to be collaborating with the ABC and industry representatives in developing this exciting new product."
Joe Hames, Business Media Manager, PPA comments: “When publishing across multiple platforms, the measurement of a media brand’s total audience is becoming increasingly important for business information providers. PPA Business welcomes this announcement and are pleased to play a significant role in developing the Total Audience certificate.”
About ABC
ABC says: “ABC is governed by the media industry, for the media industry and is expert at setting data and process standards across multiple platforms. ABC provides a stamp of trust for media buyers, media owners, publishers and digital traders working in existing and emerging platforms.
The ABC Board consists of media owners, media agencies, advertisers and trade body members – with 25 per cent of the Board representing the digital sector. The Board makes strategic decisions as to how ABC is run and each industry sector is represented by a Reporting Standards Group.
ABC was established in the UK in 1931 and is a founder member of the International Federation of ABCs (IFABC), of which ABC CEO Jerry Wright is President. ABC’s digital arm was established in 1996 and was united with ABC under one brand with a new identity and integrated structure in March 2011. ABC works to deliver common international standards for measuring digital reach, engagement and loyalty, as well as creating common standards for good practice throughout the industry.”
