Roy Morgan Unveils New Tool To Measure Mag Audiences

Roy Morgan Unveils New Tool To Measure Mag Audiences
SHARE
THIS



Media planners will soon be able to plan smarter investments in magazines and hit specific reach targets thanks to an upgrade in Roy Morgan Research’s media planning software, ASTEROID.

Magazine Audience Accumulation is designed specifically to provide insights into how magazine audiences grow over time, and aims to give agencies and advertisers a more accurate reflection of the return on investment from the print magazine component of a campaign, according to Roy Morgan.

The research company first measured magazine audience accumulation in Australia 15 years ago in collaboration with the Magazine Publishers of Australia (now Magazine Networks).

This year, Roy Morgan validated the main findings of the earlier research in a study incorporating 105 weekly, monthly, bi-monthly, quarterly and newspaper-inserted magazine titles – a collaborative project with Bauer Media and Pacific Magazines.

Roy Morgan said the research identified many distinct paths to full readership, typically called ‘accumulation curves’. These curves have now been built into ASTEROID, and can be run against all of Roy Morgan’s extensive profile data, from car buying intention to frequent cosmetic purchasers and Helix Personas.

The mathematics underpinning these accumulation curves model the variation in how different magazines’ audiences grow, and accurately reflect how many readers will have had the opportunity to see the advertising at any point across the campaign period, the research house said.

“Agencies and their advertisers know how many people in total will have the opportunity to see the advertising, but until now have not had a tool to sensibly apply the progressive reach over weeks when creating an advertising campaign featuring magazines,” Michele Levine, CEO of Roy Morgan, said.

“Our research showed that not all magazines accumulate readers at the same rate, so the solution was to develop and apply accumulation curves. The accumulation curves demonstrate the benefits of putting magazines first when constructing an advertising campaign also featuring ‘quick hit’ media such as TV and online.

“Agencies now have an enhanced trusted tool that enables them to better align print magazine advertising placement with advertisers’ expectations of response to their advertising campaign.”

The new software add-on will be available from 23 August 2016.

Please login with linkedin to comment

ASTEROID dark humour Magazine Audience Accumulation media planning Television

Latest News

From [MediaCom] Russia With Love! Meet New Aussie CEO Yaron Farizon
  • Media

From [MediaCom] Russia With Love! Meet New Aussie CEO Yaron Farizon

MediaCom’s recent hunt for a new CEO went global, ultimately delivering the globetrotting Yaron Farizon to its North Sydney headquarters. And Farizon certainly comes with the right pedigree. Born in Kiev in the Ukraine, educated in Israel, he worked for P&G as a business director for eight years through the UK and Eastern Europe before […]

by B&T Magazine

B&T Magazine
Shopper Promotes Within Its NSW Sales Team
  • Media

Shopper Promotes Within Its NSW Sales Team

Shopper has promoted Samantha Barron to Group Sales Manager and Jessica White to Business Manager in Sydney to strengthen agency partnerships and continue providing best-in-market sales support to Shopper’s NSW agency clients.

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications
  • Marketing

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications

To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]

The MFA Launches A Diversity, Equity And Inclusion Advisory Council
  • Advertising
  • Media

The MFA Launches A Diversity, Equity And Inclusion Advisory Council

The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]

Theory Crew Snares Four New Clients
  • Marketing

Theory Crew Snares Four New Clients

One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments
  • Media

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments

SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]

Spinach Appointed By Property Developer Beulah
  • Marketing
  • Media

Spinach Appointed By Property Developer Beulah

Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]

Digitas APAC Appoints Adrian Farouk To CEO
  • Media

Digitas APAC Appoints Adrian Farouk To CEO

Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]

Magnite Confirms Australian Leadership Team
  • Media

Magnite Confirms Australian Leadership Team

Magnite (Nasdaq: MGNI), the world’s largest independent sell-side advertising platform, today announced that James Young will remain as Managing Director of Australia for Magnite following the acquisition of SpotX.