Converting readership currency into actual currency, the new Audience Dollar Value* (ADV) metric from Roy Morgan Research announced on Monday August 11 reveals which magazines are exceeding their reach when viewed in terms of the amount their readers spend on Women’s Clothing.
Australia’s six most-read magazines in the year to June 2014 remain the six magazines with the highest Women’s Clothing ADV*. The 2,917,000 readers of Coles Magazine together spend $35million on women’s clothing in an average week—over 20% of the nation’s entire weekly women’s clothing expenditure.
The second most-read magazine Fresh drops to fourth when ranked by its ADV of $24.1m, behind Women’s Weekly (ADV $26.3m) and Woman’s Day (ADV $24.9m). Better Homes and Gardens drops from third to fifth with an ADV of $21.3m a week in the womenswear market, while New Idea maintains sixth spot with an ADV of $18.1m.
Seven magazines not among the Top 20 most-read are nevertheless among the Top 20 Magazines by Women’s Clothing ADV:Marie Claire (7th with an ADV of $8.7million), Delicious (12th; ADV $6.8m), Cosmopolitan (14th; ADV $6.7m), Who (15th; ADV $6.3m), Women’s Health (16th; ADV $6.3m), Donna Hay (17th; ADV $6.1m), OK (18th; ADV $6.0m) and Frankie (20th; ADV $5.9m).
Top 20 Magazines by Readership and Women’s Clothing Audience Dollar Value*:
Source: Roy Morgan Single Source (Australia), July 2013 – June 2014. Sample = 48,947 Australians 14+
* Audience Dollar Value (ADV) is the new media currency metric developed using Roy Morgan Research Single Source.
Michele Levine, CEO - Roy Morgan Research, says:
“Australians spend over $160 million a week on women’s clothing. Our new Audience Dollar Value* metric—of which women’s clothing is but one of product categories already available—gives magazines (and advertisers) a clear, unambiguous means of assessing the real-world worth of publications.
“In a world where everyone seems to be focussed on ‘niche’ and ‘one-to-one’ communications, this new metric reminds us of the power of market share and reach.
“Proving the importance of reach, magazines with high readership numbers will often maintain a high ADV and be able to demonstrate to advertisers their enormous value in terms of the total expenditure of their readership.
“A magazine’s different Audience Dollar Values across the range of consumer categories will clearly be of great interest to agencies and advertisers looking to use unambiguous and practical metrics to compare apples and apples when deciding where best to place their campaigns.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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