News Ireland has opted to undertake private auditing of its circulation figures following rule changes introduced by the Audit Bureau of Circulation (ABC) this week.
The move covers The Irish Sun, The Irish Sun on Sunday and the Irish editions of The Times and The Sunday Times and follows ABC’s decision to allow publishers be privately audited without having their circulation figures published.
News Ireland will continue to use ABC data in its commercial trading, in combination with a number of other metrics, including TGI, Comscore and Google Analytics.
“The news sector in Ireland needs to move forward towards a better single-source measurement of total brand reach, which more effectively reflects the way our consumers interact with our brands across a number of platforms,” says Richard Bogie, managing director of News Ireland.
“While print remains an important way to distribute our editorial to readers and meet our advertisers’ needs, News Ireland is a multi-platform business with brands that reach more people than ever before via mobile, web, apps, video and audio, alongside print. A focus on total audience across our many distribution platforms enables the news sector, media agencies and advertising partners to understand the true value of our newsbrands as they continue to see significant audience growth,” he adds.