ABC today announced a new measurement for the Business Media market, which will be available from Q2.
The ABC’s Total Audience certificate will provide a de-duplicated audience figure across a range of platforms for Business Media brands including print, website and digital editions and publications.
Claire Butcher, director of Ogilvy Primary Contact, commented: “The ABC stamp of trust and PPA endorsement are at the heart of ABC’s new Total Audience certification. It’s good to see ABC innovating and working in collaboration with other experts to deliver credible solutions providing valuable trading information for the business media sector.”
Jan Pitt, group Executive director of client services at ABC, added: “Bringing brand audience figures under the umbrella of industry standards will bring greater transparency and comparability for media buyers. ABC certification facilitates the ad trading process and I am delighted that ABC can now offer Business Media owners a de-duplicated audience figure.”
The Total Audience figure is the first hybrid offer from ABC.