ABC carried out the survey in December 2019 with the aim of gathering up-to-date views from a range of buyers and planners on how they perceive and use ABC and other measurement data.

Using the established Likert scale, recipients of the survey were asked for their responses to various statements. After receiving 119 responses from 42 different agencies, ABC compiled results from the 96 respondents who said they actively buy or plan print advertising as part of their role.

As well as highlighting media buyer and planner reluctance over using self-reported data, other notable results from the survey include:

· 92% agree that ABC data is an asset for published media and helps attract advertising

• · 91% agree they use ABC data to understand how published media reaches people
• · 70% would pay more for media knowing that it had been independently audited

More insights are revealed in ABC’s infographic.

This strong desire from agencies for transparent data mirrors demands from organisations like the World Federation of Advertisers (WFA) who, in their Global Media Charter, call for ‘third party verification and measurement as a basic’. Just a few weeks ago at Mediatel’s The Future of Brands event, ISBA’s Director General Phil Smith shared that ‘common measurement’ frameworks and the application of ‘JIC (Joint Industry Currency) principles’ are an integral part of the global ambition for Origin, ISBA’s new cross media measurement initiative.

Jan Pitt, Commercial Director at ABC, commented: “Everything we’re seeing and hearing, from the buyers and planners who responded to our survey to global industry calls to action, points to the need for impartial, independently audited data that advertisers and their agencies can trust. And it’s the availability of robust JIC data that stands published media brands apart from other types of media. Participating publishers should be understandably proud of the industry verified data they’re helping to deliver for their advertiser clients, which in turn allows them to demonstrate without doubt the impressive reach and credibility of their brands.”