Mumbai: The Audit Bureau of Circulations (ABC), an independent body which audits the circulation of newspapers and magazines, will start measuring online audiences of digital media properties from the third quarter of calendar 2016.
ABC’s digital measurement service will be powered by Nielsen . It will measure audiences consistently across PC and mobile, providing the media industry with key performance metrics such as reach, frequency and demographics.
“The rate at which spends are shifting to digital, it has now become imperative to have a transparent system for understanding digital audiences, whether they are accessing information on websites or apps, from their PCs, tablets or mobile phones,” Shashi Sinha, chairman of ABC, said. “This is a historic moment, as for the first time in India , an industry body has started a service of this kind,” Sinha said.
The service will offer optimised big data to understand demographics, ensuring granularity of data with insights complemented by weekly sectional reporting across different devices, which will help digital property owners, advertisers and agencies take informed decisions.
Prashant Singh, managing director, Nielsen India Region, said, “For the digital property owners community, industry-backed numbers will lend credibility and provide a massive boost to their growing digital presence. This sophisticated solution will address fragmentation across niche digital properties, user segments of all sizes and most importantly give a complete view across devices – giving advertisers and agencies a comprehensive picture and measure of return on investment for their digital spends.”
