New measurement system for publishers enters next phase

Six months after the NPA served notice on the National Readership Survey (NRS) as it seeks a contemporary audience measurement system, UK newspaper publishers, in co-operation with consumer magazine publishers, advertisers and agencies, today announced the completion of the first round of appraisals.

In a statement issued on Thursday (29 January) Newsworks, the marketing body for national newspapers overseeing the review, said the first phase of the formal process generated a large number of proposals of “very high” quality and the sponsors are now conducting a second phase, in which the shortlisted bids will be reviewed in detail prior to a final decision.

Newsworks has not confirmed whether the NRS is included in the “small number of bidders” retained for further evaluation, although it would be surprising if it was not given the NRS has recently made well-publicised efforts to improve its measurement – including adding mobile and tablet data for the first time.

The aim of the review is to introduce a new audience measurement system for published media brands covering all major routes to market – including print, mobile, tablets, PCs and laptops.

“This is a collaborative process to find the most appropriate way of conducting audience measurement research that reflects the way people consume media today,” said Jed Glanvill, chairman of the advisory group running the process.

“The Advisory Group has been impressed by the expertise and credentials of the firms responding to the Request for Proposals and we look forward to agreeing the solution that best captures the multi-platform nature of today’s publishing industry.”

The new system is scheduled to be in place in 2016.