IPG Mediabrands has returned to the Standard Media Index in Australia after pulling out of the key industry metric in 2016.
Australia and New Zealand managing director, Jane Ractliffe, said the move would strengthen the SMI’s market coverage and underpin confidence in the industry as all media stakeholders will now have access to virtually all national marketing spend.
“We are thrilled to have Mediabrands data in the Australian database and this news will be welcomed across the industry as advertisers, media companies and the finance market seek the most reliable data possible to track the market’s return to growth post-COVID,” she said.
“Advertisers will be able to allocate their media investment with even more confidence as they have clear benchmarks for tracking their share of voice within their product category across all major media – including all digital media.”
IPG Mediabrands chief executive officer, Mark Coad, said: “As a leading Australian media agency we are always keen to ensure our clients have access to the best advertising insights possible, and the data provided by SMI through its exclusive partnerships with our industry delivers information on many aspects of the media market not available elsewhere.