Stuff axes Nielsen

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AUCKLAND, Today: Stuff has terminated its print and online measurement agreements with Nielsen, choosing instead to rely on data from the Audit Bureau of Circulations, Roy Morgan, and Adobe Analytics.

Stuff product director Fei Bian Goh said: “As our online audience grows in significance and we develop closer relationships with our print and online readers, our views on what measures and metrics matter most to our business have also evolved.

“While audience reach remains important, other measures such as trust and loyalty have become even more important.

“Stuff’s new partners are ABC, Roy Morgan, and Adobe Analytics.”

“In recognition of this, Stuff is making significant investments into its data capability to ensure we can provide the business and our customers with more valuable insights.

“Moving forward we will place more emphasis on telling our own story using powerful data and metrics that are meaningful to our customers.”

From tomorrow (Tuesday 12 May ), agencies and direct advertisers will be able to contact their Stuff sales representative to secure unique browsers, page views and readership statistics from Roy Morgan.

“Our data, sourced from Adobe Analytics and Matrix, is extremely robust and we use it on a daily basis to make important business decisions, so we are confident that our customers can rely on these analytics too,” Goh said.

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