Newspaper Ratings

Sep 30, 2015 by Mark Maier

Granular Ad Ratings are part of the picture that Marketers have requested they see more data surrounding from Radio, TV, Digital and Print.  MediaPost reports that the Newspaper industry just launched a service that provides some data to help the sales cycle...

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Advertisers still may not have ratings for their ads on television and other media, but now they have them for newspapers. Nashville-based Coda Ventures this morning announced a deal with newspaper audience researcher Nielsen Scarborough to report newspaper “ad ratings” as part of a syndicated newspaper ad effectiveness service it markets.

The company said the new newspaper ad ratings “will quantify the audience delivery of print campaigns appearing in the country’s leading newspapers, reporting the number of readers recalling issue-specific ads, as well as those who took action as a result of exposure -- including purchase consideration, product recommendations, brand favorability, online searches, store visits and social media interaction.”

While the audience measurement methodology may not be on par compared to electronic media like television, it is nonetheless a breakthrough in terms of explicitly measuring the delivery of the audiences of ads in the print medium.

Big national advertisers have been lobbying TV researcher Nielsen to provide ratings for their TV commercials for years, and the Association of National Advertisers says it is its goal to get them, but so far Nielsen only provides average commercial minute ratings."Related Categories