--Market Adoption of Magazine Print Ad Ratings Gains Momentum--

NEW YORK, Nov. 23 /PRNewswire/ -- Mediamark Research & Intelligence (MRI) announced today that WPP's GroupM has purchased MRI's AdMeasure, the industry's first ad ratings service for major consumer magazines.

AdMeasure sharpens the focus of magazine accountability by moving the needle from measuring the 'opportunity to see' a print ad to measuring how many readers actually saw the ad, as well as how many took an action as a result of seeing it.

"It's enormously gratifying to see the momentum build for this new service," said Kathi Love, President and CEO of MRI. "Historically, a magazine's total readership was accepted as a proxy for ad exposure, but accountability-focused advertisers are demanding more direct measurement of the reach of their print ad campaigns. GroupM is to be congratulated for stepping up to the plate to more accurately demonstrate the return-on-investment print can offer marketers."

AdMeasure was launched in June of this year. In 2010, AdMeasure will provide audience metrics for every national ad in every issue of the approximately 200 magazine titles under measurement by MRI. This means that print advertisers and their agencies will have access to reliable ROI metrics for effectively all insertions comprising a print campaign--as well as those of their competitors--bringing magazine ROI metrics to the next level of granularity and utility.

"AdMeasure provides an increased focus on print advertising accountability and that is of paramount importance to all GroupM agencies," said Lyle Schwartz, Director of Implementation Research & Marketplace Analysis for GroupM. "We believe strongly in the power of print as an effective advertising vehicle, both now and in the future, and this service will help us achieve greater value for our clients."

GroupM, the world's leading full-service media investment management operation, is composed of Maxus, MediaCom, Mediaedge:cia, and Mindshare. Each is a global operation and market leader.

"GroupM joins two other forward-thinking companies--Time Inc. and Starcom USA--in offering AdMeasure intelligence to their advertisers and clients," said Love. "Moreover, we are in talks with several other major magazine and media buying companies, all of whom are very interested in the analytic power AdMeasure brings to our industry."

About MRI...

Founded in 1979, MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of products and their lifestyles and attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population.

MRI is the country's leading provider of magazine audience and multimedia research data. The company releases data from Survey of the American Consumer (adults 18+) twice yearly, in the spring and fall. MRI data have become the basic media-planning currency for the majority of the media plans that are created each year by national advertisers and their agencies.

MRI Starch, a leader in providing marketing intelligence of print advertising effectiveness, is a division of MRI.

MRI is part of GfK Group, Nuremberg, Germany. The GfK Group is the No. 4 market research organization worldwide. Its activities cover the three business sectors of Custom Research, Retail and Technology and Media. The Group has 115 companies covering more than 100 countries. Of a total of approximately 10,000 employees, more than 80% are based outside Germany.

For more information, please visit http://www.mediamark.com.

SOURCE Mediamark Research & Intelligence (MRI)

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