Managing director, business publishing, Tim Potter (pictured) says: “Our audiences engage with us in many different ways but until now there has been no consistent audience measure in the markets we serve focused on the brand rather than a separate print, digital or event perspective.”
The audience figures will measure audience reach by people, not platform, analysing combined engagement across print and digital. From next year the measure will also include events and mobile. The total audience measure, which will be produced annually, responds to demands of media agencies and B2B marketers for more comprehensive and relevant audience analysis.
The figures will be independently assured by PricewaterhouseCoopers LLP UK (PwC), following similar moves by the Financial Times, News International and UBM Built Environment.
Marketing Week, The Lawyer, Money Marketing, Employee Benefits and Fund Strategy will be unveiling the new combined digital and print weekly audience reach figures to their markets later this month on Thursday, October 25.
The new metrics will measure the size and engagement of audiences across digital and print and also provide more detailed demographic information, such as seniority and advertising spend, across each of these platforms.
PwC director Sam Tomlinson says: “Centaur’s weekly audience measure reflects the multi-platform nature of its titles and audiences. It provides critical information on reach and frequency across print and website. PwC are pleased to provide rigorous independent assurance over such an important metric.”
The detailed methodology used to verify the audience data will be available alongside the new audience measurement certificates, which will be published on the Centaur Media website as well as by the individual brands.
Until now Centaur has audited total audiences for print and digital separately through the traditional ABC auditing process. We have previously not been able to identify the “super-users” who engage with both platforms on our audience measurement certificates, says Centaur.
(Picture courtesy of AOP.)
