Audit Bureau of Circulations (ABC), the independent non-profit body for measuring and auditing newspaper and magazine circulation in the country, will now foray into the measurement of digital properties.
This is the first initiative from ABC to offer industry‐accredited digital measurement. The solution is being powered by research and information firm Nielsen, who will provide a comprehensive end‐to‐end measurement across devices.
The decision to start measuring digital audiences is a move that could be a major boost to the country's digital media industry.
It’s a big shift for ABC, which has been a body for print media so far.
The service, which goes live from Q3 2016, fills an important gap for digital property owners by offering them precise audience metrics. The solution being deployed by Nielsen measures audiences consistently across PC and mobile, providing the media industry with highly accurate measurement of online text content, as well as key performance metrics such as reach, frequency and demographics.
Optimising big data to understand demographics, ensuring granularity of data while providing insights complemented by weekly sectional reporting across different devices, will empower digital property owners, advertisers and agencies to take informed decisions.
“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. This digital measurement service will add to ABC’s existing circulation audit service for publications. We are not restricting ourselves to the print publisher fraternity, but will extend the service to include digital property owners across sectors. This is a historic moment, as for the first time in India, an industry body has started a service of this kind” said Shashidhar Sinha, Chairman, Audit Bureau of Circulations.”
“Nielsen’s collaboration with ABC is testament to our expertise in the digital measurement space. We are both privileged and excited to be associated with this landmark service,” said Prashant Singh, Managing Director, Nielsen India Region.