It has been 10 years since the French press had the right to a new audience measurement. And yet in 10 years, media brands have changed a lot, and uses have evolved. It is in this context that the ACPM released OneNext, the new flagship audience study which defines the new practices of the French in terms of media consumption… but not only that.
In this article, we will explain to you what big news will change your daily life as a media planner.
The big news from the OneNext study
Before talking to you about what is changing for you, we must first remind you of the 4 major new features of this new study, for those who have not seen the ACPM presentation .
“1. Print, Digital, Consumption…
The most precise knowledge of the French, all the possible targets of an advertiser on their media consumption, products,
their attitudes and their behavior
2. Multi-channel media planning, all broadcast channels of content and an advertising message are taken into account
3. Measuring reading contracts and their effects on trust, attention, desirability, engagement and transformation
4. A new time-based Press media planning integrating takeovers (readings and days) (1) »
It is this 4th new feature that particularly interests us.
What changes for you media planners
Thanks to OneNext, no more linear press media plans, which did not take into account handovers.
Everyone knows: the press is the only media that generates an audience beyond its broadcast date and yet we were not able to evaluate it and include this notion in the KPIs of our campaigns . With this new study, all these takeovers are now taken into account and you can count them in your media plans, for the entire duration of your campaign.
You already know the two key indicators of media planning in the press:
- The GRP (Gross Rating Point), which corresponds to the average number of advertising contacts obtained from 100 individuals of the intended target and
- Coverage, which indicates the number or proportion of individuals belonging to the target who received contact during the campaign.
From now on, we can therefore analyze the evolution of the performance of our campaign by visualizing the audience over time, beyond the broadcast dates thanks to a new generation of indicators:
- the GRP which includes the takeover of the various titles and
- the speed of audience accumulation.
Would you like to know more about these new indicators? Watch the replay of our webinar without further delay: Press media planning: evolution of audience measurement.
(1) source ACPM
