Mediamark Research & Intelligence (MRI) has announced that WPP's GroupM has purchased MRI'sAdMeasure, the industry's first ad ratings service for major consumer magazines. AdMeasure sharpens the focus of magazine accountability by moving the needle from measuring the 'opportunity to see' a print ad to measuring how many readers actually saw the ad, as well as how many took an action as a result of seeing it.

"It's enormously gratifying to see the momentum build for this new service," said Kathi Love, president and CEO of MRI.

"Historically, a magazine's total readership was accepted as a proxy for ad exposure, but accountability-focused advertisers are demanding more direct measurement of the reach of their print ad campaigns. GroupM is to be congratulated for stepping up to the plate to more accurately demonstrate the return-on-investment print can offer marketers."

AdMeasure was launched in June of this year. In 2010, AdMeasure will provide audience metrics for every national ad in every issue of the approximately 200 magazine titles under measurement by MRI. This means that print advertisers and their agencies will have access to reliable ROI metrics for effectively all insertions comprising a print campaign—as well as those of their competitors—bringing magazine ROI metrics to the next level of granularity and utility.

"AdMeasure provides an increased focus on print advertising accountability and that is of paramount importance to all GroupM agencies," said Lyle Schwartz, Director of Implementation Research & Marketplace Analysis for GroupM.

"We believe strongly in the power of print as an effective advertising vehicle, both now and in the future, and this service will help us achieve greater value for our clients."

GroupM, the world's leading full-service media investment management operation, is composed of Maxus, MediaCom, Mediaedge:cia, and Mindshare. Each is a global operation and market leader.

"GroupM joins two other forward-thinking companies—Time Inc. and Starcom USA—in offering AdMeasure intelligence to their advertisers and clients," said Love.

"Moreover, we are in talks with several other major magazine and media buying companies, all of whom are very interested in the analytic power AdMeasure brings to our industry."




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