26 February 2008

Trinity Mirror Regionals division pioneers method to measure multimedia reach

A new method to measure the full reach of its multiplatform media business has been pioneered by Trinity Mirror Regionals.

The new methodology provides advertisers with the unduplicated reach of Trinity Mirror’s regional assets, both print and digital.

The data demonstrates that the Trinity Mirror Regionals websites add an additional 10% unduplicated reach to the entire TMR print and digital portfolio in the UK.

Created by Survey Interactive, the new technique is currently the most accurate form of multimedia internet audience measurement available and is poised to become the standard measurement technique used across the regional newspaper industry.

It provides profile data of all national and international site visitors and information on de-duplicated reach for specific sites and across networks.

This new methodology addresses a number of shortcomings of other internet audience measurement approaches and avoids the representative recruitment and sample size limitations of many contemporary audience tracking panels.

It also allows an advertiser to understand the benefits of multiple media over differing geographies and timeframes.

The methodology has been assessed and accepted by JICREG and the Newspaper Society. The data collected by Trinity Mirror is at the foundation of the industry-wide Portfolio Audience Project to calculate reach across UK regional newspapers in print and online.

This measurement technique will also be applied to Trinity Mirror’s UK and Scottish national titles. Fieldwork is currently being carried out and provisional results are expected in summer 2008.

Managing Director of Trinity Mirror Regionals, Georgina Harvey, said: ”The survey results demonstrate our commitment to becoming a multiplatform media business and, crucially, the value of this to advertisers. Our digital portfolio now reaches a growing number of adults every month and I am delighted to able to prove to advertisers that we are delivering an additional 10% audience uplift in the UK.”

Guy Lipscombe from Survey Interactive, said: "Trinity Mirror Regionals were an ideal partner to work with in piloting and deploying our internet audience measurement approach last year. This has helped prove our methodology and has demonstrated the real benefits that can be gained from digital audience and cross media measurement.”    

Roger Holland of JICREG said: “This research commissioned by Trinity Mirror Regionals was not only extremely timely but has enabled a new approach towards solving the cross-media reporting solution for JICREG.”

Lynne Anderson, from the Newspaper Society, said: ”Trinity Mirror is an example of a true multimedia publisher which has been at the forefront in developing this new method of internet audience measurement from Survey Interactive. The data, along with other publisher research, will make an important contribution to the Portfolio Audience Project to develop a multimedia audience currency for the regional press industry.”

Contact details:

Guy Lipscombe, Managing Director, Survey Interactive: guy.lipscombe@eu-survey.com

Roger Holland, JICREG: rog@jicreg.co.uk

Lynne Anderson, Communications Director, Newspaper Society: lynne_anderson@newspapersoc.org.uk

Rich Ellis
Senior Press Officer
Trinity Mirror plc
Email: rich.ellis@trinitymirror.com