MUMBAI: Mediamark Research & Intelligence (MRI) announced that WPP‘s GroupM has purchased MRI‘s AdMeasure, the ad ratings service for major consumer magazines.

AdMeasure, which was launched in June, sharpens focus of magazine accountability by going beyond measuring ‘opportunity to see‘ a print ad to measuring how many readers actually saw the ad, as well as how many took an action as a result of seeing it. 
 
Said GroupM director implementation research and marketplace analyst Lyle Schwartz, "AdMeasure provides an increased focus on print advertising accountability and that is of paramount importance to all GroupM agencies.

"We believe strongly in the power of print as an effective advertising vehicle, both now and in the future, and this service will help us achieve greater value for our clients." 
 
Avered MRI president and CEO Kathi Love, "Historically, a magazine‘s total readership was accepted as a proxy for ad exposure but accountability-focused advertisers are demanding more direct measurement of the reach of their print ad campaigns."
 
"GroupM joins two other companies--Time Inc and Starcom USA- in offering AdMeasure intelligence to their advertisers and clients.

"Moreover, we are in talks with several other major magazine and media buying companies, all of whom are very interested in the analytic power AdMeasure brings to our industry," added Love.