This month, Bauer Media has unveiled a new metric ‘The Anatomy Of Influence’ to understand and benchmark the influence of media brands.
The AOI metric was developed by Kantar Media who studied over 2,500 consumers through complex analysis to generate simple-to-understand influence scores.
As a starting point, the study looked specifically at magazine brands. Kantar’s Influence Score or AOI has been built around three key components of the magazine brand consumer – the Head, the Heart and the Hand.
Head: The behavioural attributes towards brand usage and consumption across platforms creating two measures around engagement and intensity.
Heart: The attitudes about and feelings towards magazine brands with two clear measures around anticipation and connection.
Hand: The scale and type of actions as result of having consumed the magazine brands with two more measures around action and recommendation
Bauer has been using the findings to fine-tune the influential power of magazines in its portfolio. It is now embarking on a conversation with its agency and advertiser customers around the role of an influence metric alongside other accepted metrics of magazines such as ABCs and NRS.
What the research highlights to us here at Braben is how there is an increasing level of pressure on established measurement models for media given that media brands can now be found on many different combinations of platforms.
The question of what is influence and how do we harness it to drive action is one that will continue to be asked but as Bauer Media’s Chief Executive, Paul Keenan, pointed out towards the end of the session, ‘Reach without influence is just noise’.
The challenge now is to develop and agree a measurement model that understands how consumers are influenced by media brand and their content across the full mix of media platforms. As importantly, how the different media platforms can enhance influence through different combinations, depending on the media brand, content and consumer. Not to put it lightly, that’s quite a challenge but it appears to be becoming more and more of a necessity.
For another view on Bauer Media’s new AOI research, take a look at Chris Smith’s excellent article Beyond circulation figures and readership surveys on the Guardian Media Network.