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Audience Dollar Value*: Roy Morgan launches new media buying and planning metric

Source: Roy Morgan Single Source (Australia), July 2013 – June 2014. Sample = 48,947 Australians 14+

Roy Morgan Research today announces the release of a ground-breaking set of metrics that calculate the Audience Dollar Value* of newspapers, magazines, television shows and channels, radio stations and websites across a range of consumer and business expenditure categories. 

When we overlay magazine readership with expenditure in the exponentially growing online space for example, this new metric reveals that some magazines’ online dollar value far exceeds their reach.

Audience Dollar Value* (ADV) redefines readership currency in terms of actual currency.

Delicious, Who, Frankie, Virgin Australia Voyeur and Marie Claire may lie outside the country’s Top 20 magazines ranked by the number of readers per average issue. But each vaults into the Top 20 when magazines are ranked by their online shopping Audience Dollar Value*.   

So what are really the Top 20 Magazines?

Source: Roy Morgan Single Source (Australia), July 2013 – June 2014. Sample = 48,947 Australians 14+

With their extra-wide reach, the country’s five most-read magazines maintain their position in terms of online dollar spend value: a combined $123million a week is spent online by readers of Coles Magazine, with $88million spent by readers of Woolworth’s Fresh, $76million by Better Homes and Gardens’ readers, $68million by Women’s Weekly’s readers, and $53million by Woman’s Day’s readers.

With the ability to view audience through the new lens of Audience Dollar Value*, publishers, marketers, advertisers and agencies now have a new tool to help them make critical media selection decisions.

Audience Dollar Value* reveals that Delicious moves 15 places up the list to become the 9th most valuable magazine by total online spend ($30million a week). Who moves up seven places and Marie Claire three, to join the Top 20 at 14th ($23million) and 19th ($21million) respectively.

Frankie readers spend an average of $62 each online in an average seven days, propelling the magazine up 14 spots to become 15th by total online spend valuation ($23million). However Virgin Australia Voyeur makes the biggest leap into the new Top 20, rising 28 spots to 16th ($22million).

Already among the Top 20 by number of readers, Qantas’ The Australian Way overtakes 11 publications to become the 6th most valuable by online spend:  its 489,000 readers together spend almost $50m a week online, just over $100 a week each on average.    

Five well-read magazines fall out of the Top 20 when scored on their ADV* online spend: Take 5, Reader’s Digest, TV Week, Australian Geographic and Men’s Health.

* Audience Dollar Value (ADV) is the new media currency metric developed using Roy Morgan Research's Single Source.  

Michele Levine, CEO - Roy Morgan Research, says:

“Our research shows that Australians spend an average of $750 million 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.

“In a media landscape where the debate seems to be traditional media vs digital media, this new perspective shows the power of traditional media to reach into and influence online purchasing and decision making.

“Audience Dollar Value* is certainly a first in Australia, and possibly the world. This new media metric connects readership, viewing and listening with expenditure. It provides the industry with a new tool to help determine the value of newspapers and magazines, television channels or programs, radio stations, websites and apps.

“Media owners, agencies and advertisers can now compare audience values within or across different media types, and by a range of categories including income and living expenses, and weekly credit card, online shopping or grocery spend, right down to specific consumer product categories such as menswear or perfume. 

“And because business decision-makers consume media just like anyone else, we will soon also launch new reports revealing which media has what potential share in the trillions of dollars up for grabs in annual business expenditure across over 30 specific outlay areas. Stay tuned!“

For comments or more information please contact:

Michele Levine, CEO – Roy Morgan Research
Telephone: +61 (3) 9224 5215
Michele.Levine@roymorgan.com.au

Please click on this link to the Roy Morgan Online Store

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

 

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2