New Roy Morgan metric claims to put precise online spend value on audiences
Roy Morgan Research has released a new metric which it claims puts an accurate and precise online spend value against the audiences of newspapers, magazines, television shows and channels, radio stations and websites across a range of consumer and business expenditure categories.
The metric is called Audience Dollar Value and aims to turn the long-standing readership currency into a dollar value of what readers from that media brand spend online.
“Our research shows that Australians spend an average of $750m a week online. We are now using our online expenditure data to quantify the dollar value of magazines and other media in terms of their reach into the lucrative online market,” said Michelle Levine, CEO of Roy Morgan, in a statement.
According to the first data released from the metric the country’s five most-read magazines maintain their position in terms of online dollar spend value with Roy Morgan placing a combined $123m a week in online spend for readers of Coles Magazine, with $88m supposedly spent by readers of Woolworth’sFresh, $76m by Better Homes and Gardens’ readers, $68m by Women’s Weekly’s readers, and $53m by Woman’s Day’s readers.
Would be interesting to see this list extrapolated to have more than just the top 20….. I am sure there are more titles out there with a larger spend per reader than some in the top 20.
This doesn’t really explain much to me.
For a start, the idea each of these magazines have a distinct kind of customer is flawed.
To describe Coles mag readers as somehow a different group to Woolworths mag readers is plainly ridiculous.
The short version is – people who read magazines are also buying stuff online.