Media buyers trust ABC: New research reveals 84% are wary of self-reported data

Our bi-annual survey helps us gauge the usefulness of ABC data to the buying community. This year, buyers and planners reported that ABC data continues to secure their trust and also saves them time. These are two key ingredients that effectively support media owners in attracting ad spend.

We gathered insights from 75 individuals across 35 different agencies, all of whom buy and plan print advertising as part of their role. Most recipients also trade across other channels, including radio, TV, digital, OOH and podcasts. Using a 5 point Likert scale, we asked them to rate their responses to various statements.

The results reveal that buyers and planners continue to value the availability of independently audited data. For example, 85% of respondents agreed census-based data (i.e. an audited count) is a vital element of media measurement, and 81% agreed ABC data is important in their media buying decisions.

Other notable stats include:

83% agree that ABC data is helpful as a sense check for other measurement data

76% agree that ABC data saves them time they would otherwise need to spend checking facts

81% agree that ABC data is an asset for published media and helps attract advertising

You can view more results from the survey in our Media Buyer Research 2024 infographic below.

Simon Redlich, Chief Executive at ABC, says,

It's evident from our research that ABC data continues to help media owners attract advertising budgets. Trust is an essential ingredient to trade effectively, and it's clear that independently audited data remains valuable to those responsible for buying and planning decisions. Our publisher members embrace ABC voluntarily, setting a high bar for transparency and data quality. According to feedback from agencies, this remains vitally important and appreciated.

Some buyers and planners also took the opportunity to share just how important ABC data is to them. Here are just a few of the comments:

ABC is an invaluable resource that I use for media planning and buying for both B2C and B2B clients. It is something I trust a characteristic I currently value more than ever.

Nick Taylor, Associate Media Director, Bray Leino

ABC represents a gold standard of measurement, vital to supporting publishers, vendors and our market. It's important that we have this verified data available to showcase the true strength of brands to our clients.

Craig Smith, Senior Director, Trading, GroupM

ABC is a fantastic tool that I use on every campaign, having trusted data across multiple touchpoints is an invaluable resource.

Harry Wake, Publishing Account Director, Essence Mediacom

ABC data gives me the facts to make an informed decision and the currency by which to negotiate to best advantage on behalf of my clients.

Tim Carr, Commercial & Project Director, VCCP Media

LINK:	https://www.abc.org.uk/news/abc-data/media-buyers-trust-abc-new-resear...
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