The decision responds to the “progressive distance between the standard indicator of the current official meter, comScore, and the reality of the market in Spain”, they explain from PRISA Noticias.
Achieve optimal measurement system has always been a challenge for the marketing, communication and media industry. But in recent years, the difficulty of this challenge has been increasing as new platforms and forms of consumption appeared that have led to the fragmentation of audiences.
In response to this evolution, The media of (EL PAÍS, AS, CincoDías and El Huffpost) will make public the internal data of their traffic and digital subscribers periodically. The data will be audited by an external and independent company of recognized prestige in order to guarantee transparency.
In this way, the company joins other international media that have adapted audience measurement to a context in which subscription models, the evolution of the advertising ecosystem and the management of their own data have left obsolete sector meters used by markets, as PRISA explains in a statement.
The reason for this decision is «The progressive distance between the standard indicator of the current official meter, comScore, and the reality of the market in Spain».
«Relying almost exclusively on a volume indicator, which does not provide information on the quality or loyalty of audiences and which, therefore, gives the same weight to a reader who visits a site every day of the month as to one who does just one day, does not reflect the current context of the press sector«, Reads the statement.
In these lines they also remember the irruption of the subscription models and the growing weight of audience and data profiling acquire in advertising, two aspects that have marked 2020.
In May, EL PAÍS activated its digital subscription model and now exceeds 130,000 subscribers, of which 87,000 are exclusively digital.
The PRISA Noticias decision comes at a time when the market is reflecting on the measurement of audiences in Spain, which is in the process of being awarded jointly by IAB Spain, the Association for Media Research and the Spanish Association of Advertisers. A process that is expected to end in 2021.
Likewise, PRISA Noticias announces that has not reached an agreement with comScore to manage the transition period until the implementation of the new meter. However, they recall the possibility that EL PAÍS, AS, CincoDías and El Huffpost continue to appear in the rankings produced by comScore, since the data is published without the express authorization of PRISA Noticias.
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