GfK Starch Incorporates eStarch Into Adnorms

  • June 4, 2008
For the first time, GfK Starch is incorporating data from its new eStarch surveys into Adnorms, an annual pub that shows readership scores for 37,000 magazine ads, appearing in 840 issues of 125 consumer magazines from a four-year period between 2004-2007. The data from eStarch includes "brand disposition" scores--meaning how many readers ranked the brand as a "favorite," as well as data documenting "word of mouth" and "actions taken."

These appear alongside the previous Adnorms categories, including the percentage of readers who noted an ad, the percentage recalling the brand, and percentage who read some or most of the ad. The research--including eStarch and other types--was mined via online interviews with 47,000 readers, in-person interviews with 30,000 readers, and survey responses from 18,000 readers.

--Erik Sass

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