It has been confirmed by agencies and advertisers that audited circulation data plays a vital role in media planning and purchasing decisions. This was the key finding from the recent survey conducted by the ABC and CAB, which attracted an impressive 24% response rate.

Over 70% of respondents stated they used the information available on ABA’s eData for media planning; and nearly 30% confirmed the information impacted on their purchasing decisions. Over 90% of respondents said that having access to audited figures was either very relevant or relevant to their business.

50% of ABA advertiser and agency users revealed they check publishers’ claims online via the ABA portal. Accessing audited print data was the most popular search, (89% ABC and 78% CAB viewed). However, almost half confirmed they were also viewing digital publications or web audited figures alongside print.

In this challenging media industry environment, audited circulation figures are more important than ever. Gordon Towell, ABA CEO comments “independently audited media is the only credible media. These results demonstrate that advertisers, planners and buyers are relying on audited circulation data to make informed buying decisions and assess the performance of media brands.”

The ABA sent the survey to over 540 advertiser and advertising agency members to learn what role print circulation and web traffic data plays in the media planning and buying process.