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GfK MRI
StarchMetrixSharpening the Focus of Magazine Accountability
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Context: The Advertising Spend Story
•Concurrent with the downturn of the economy, the US saw major declines in advertising spending across all media between 2008-2009
•Stabilization and rebound have been slow, in particular for some media
•Competition for advertising budgets has only increased
Source: Barclays Capital, 2011
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“Without a system of measurement that is timely, accountable and most of all comparable to other media, we simply will not be able to communicate that good news.”
“Unless we find a way to communicate that value to advertisers, magazines will not survive as a viable and valued advertising medium.”
“The value proposition between consumers and magazine brands has never been stronger.”
Betsy FrankChief Research &Insights OfficerTime Inc.ARF Measurement 3.0June 25, 2008
The Print Industry Predicament
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“It’s not just writing a check and hoping something good happens. Is there going to be a return on investment, and how will I know?” Paul Grogan CEO, Boston Foundation
StarchMetrix solves three fundamental business problems facing the print publishing marketplace. The first is accountability.
“With Starch AdMeasure, MRI has taken another big step towards helping to substantiate the power of print for marketers pursuing better proof of return on objectives.” Brenda White, Starcom USA
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InternetChanged the ROI game by offering ad performance metrics such as click-through and cost-per-click.
OutdoorMoving from an “opportunity to see” metric to a “likelihood to see” metric.
Television In 2007, Commercial Ratings (C3) became the ad-buying currency for the $70 billion TV market, replacing 65 years of program ratings.
The second fundamental business problem facing the print publishing marketplace is comparability.
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The third fundamental business problem solved by StarchMetrix is timeliness.
New print ad readership data
enters the marketplace every
week, generating conversation.
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Sales Response Ad-related purchase behavior
Advertising Response Actions taken
Advertising Persuasion How an ad influenced consumers who saw it
Advertising Communication How well ad content is remembered
Advertising Attentiveness Who paid attention to an ad
Advertising Exposure Exposure to both vehicle and ad
Vehicle Exposure Exposure to and attention paid to vehicle
Vehicle Distribution Physical units by which ads are distributed
Degree ofrelevance toadvertisers
StarchMetrix moves print measurement from vehicle exposure to advertising return on investment, enjoyed by other major mediums.
Relevant measures
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ROI metric of a print campaign
Learn how your ads performed in different magazines & different ad positions, as well as by size & color
Determine how your ads/campaigns performed against those of your competitors/category
Discover whether the number of ads in an issue affects readership scores
See if within a competitive set, one title consistently outperforms others for certain brands
Explore whether ad readership and actions taken scores differ by demographic
Find out how readers feel about your brand (by publication)
Determine if the additional costs of premium positions reflect higher noting or actions taken scores
Ways to Leverage StarchMetrix Data
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GfK MRI Starch - Some Background Information
(United States)
For 85 years, the industry gold standard for print ad research with detailed ad readership metrics
2009 database of measured issues: 611
2010 -2012 – close to 200 titles, every issue, every national ad (1/3 page or larger) – approximately 3000 issues measured, ~150,000 ads (per year measured)!
May 2011 – Starch began measuring digital magazine editions (tablet, eReader, Zinio/Coverleaf)
GfK MRI brings together Starch data with audience data to provide ad audiences
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GfK MRI StarchMetrix Methodology
•All surveys conducted online
•Online panel sources used for sample
•In the US, 4 panels used (other countries have used different numbers of panels for sample)
•125 completed surveys for every group of 25 ads measured
•Respondents are pre-screened on title readership and then must qualify as having read the given issue
•(in the US) Starch data weighted to GfK MRI National Study (print audience currency)
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Noted – % of readers who remember having previously seen the ad in the study issue
Associated – % of readers who not only Noted the ad, but also knew who the advertiser was
Read Any – % of readers who read any part of the ad’s copy
Read Most – % of readers who read more than ½ of the ad’s copy
Reader Actions Taken – the number of Noters who took an action as a result of seeing the ad
Brand Disposition – the extent to which readers of the publication are favorably disposed towards specific advertised brands
Brand Influence – Recent brand purchase or recommended brand in last 2 weeks
StarchMetrix: Main Metrics
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Brand DispositionPositively
disposed (Net)
My favorite brand
One of several brands I like
Don’t use, but it’s
worth tryingNegatively
disposed (Net)I use it but don’t particularly like it
I don’t like it
I’m unfamiliar
with it
Louis Vuitton Jewelry 75% 8% 28% 39% 25% 0% 9% 15%
Category Norm (1,080 Ads) 53% 9% 22% 23% 47% 2% 3% 42%
Brand Index 142 89 127 170 53 0 300 36
The brand disposition information is asked at the beginning of the Starch survey, before respondents are asked about specific ads. The brand disposition questions do not reference an ad but rather ask the respondent about the brand itself.
Actions Taken and Brand norms are based on major product category for all ads measured in 2010.
[=] Ad has fewer than 4 words [-] Ad has fewer than 50 words | Adnorms Grp = Online11CT (1/2010-12/2010) | Run Date: Aug 10, 2011 8:22 PM
Actions Taken by Those Who Noted the Ad
Any Action
s Taken
Have a more
favorable opinion
Visited
website
Looked for more info about the product/ service
Recommended the
product/ service
Considered
purchasing the
product/ service
Purchased the
product/ service
Clipped/ saved the ad None
Advertiser 50% 29% 17% 18% 10% 20% 3% 6% 50%
Category Norm (1,080 Ads)
57% 22% 15% 16% 12% 20% 4% 8% 43%
Category Index 88 132 113 113 83 100 75 75 116
LOUIS VUITTON JEWELRYCategory: Jewelry
1S4| Page 10
Vanity Fair - May 2011
Issue Audience (000): 6,320 Noted Assoc.Read Any
Read Most
Advertiser 80% 74% 69% -
AdMeasure Audience (000) 5,056 4,677 4,361
Issue Norm (60 Ads) 57% 51% 47% 24%
Issue Index 140 145 147
Comparable MRI Starch Adnorm: 1S4 - Jewelry
Adnorm (132 Ads) 62% 53% 51% 25%
Adnorm Index 129 140 135 NA
Data based on 9 or fewer respondents are presented in red italics
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Current Starch AdMeasure Subscribers in the United States
•Publishers
•Condé Nast
•Meredith Corporation
•Rodale
•Time Inc.
•American Express Publishing
•ESPN
•Hearst Magazines
•Bonnier
•Every Day with Rachael Ray
•The Week
•Johnson Publishing
•Wenner Media
•Smithsonian
•Agencies
•Group M (Mindshare, Mediaedge, Mediacom)
•Starcom
•Mediavest
Agencies Cont’d• OMD• UM• Zenith• Carat• The Martin Agency• MPG• PHD• Allscope Media• Kelly Scott Madison
Advertisers• Aveda• Purina• Sherwin-Williams• Progressive Insurance• Crate & Barrel• Michael Kors
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StarchMetrix In Other Countries
•Canada – Syndicated study launched in the spring of 2011
•United Kingdom – Large-scale project conducted in early 2011, discussions continue about launching syndicated study
•China – Test conducted in fall 2011
•Finland – Test conducted in fall 2011
•Czech Republic – Test launched March 2012
•Singapore – Test launched March 2012
•Hong Kong – Test launched March 2012
•Australia – Test planned for Q2 2012
