AUCKLAND, 20 February 2015 – For the first time in New Zealand, a magazine’s Total Audience Potential (TAP) will be reported to the industry. The new metric includes the average number of times readers engage directly with a magazine, also known as ‘pick-up’. It enables agencies, clients and publishers to plan magazine campaigns that quantify the total audience potential by incorporating pick-ups into magazine reach and frequency schedules.
The development of the beta TAP dashboard by Nielsen, a leading provider of insights into what people watch and buy, in conjunction with the Magazine Publishers Association (MPA) confirms the ongoing commitment to innovation and bringing fresh insights to the New Zealand market.
Kate Terry, Nielsen’s Regional Director, Consumer and Media Insights (CMI) – Audience Measurement said, “We're delighted to work with the MPA to develop tools that extend reader metrics and better reflect the ever-increasing ways readers engage with their favourite titles.”
Pip Elliott, Executive Director at the MPA added, “The initial findings from the beta TAP dashboard prove what we’ve always believed about the level of magazine engagement and our ability to amplify any campaign through deep and multiple exposures.”
The TAP metric is a beta initiative with further developments in progress. It will be available to existing Consumer and Media Insights (CMI) subscribers in March 2015.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television, and other media measurement, online intelligence, mobile measurement, trade shows, and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.nielsen.com.