ADDITIONAL DATA ANALYSIS
DO YOU READ THE FINE PRINT?
BPA's Additional Data Analysis is one of the more important places to find information to bring your media buying into sharper focus. It has been historically one of the most overlooked pieces of the BPA Brand Report because it is associated with that term, "the fine print." Yet, it is the fine print wherein much of the value for the entire report resides.
The ADDITIONAL DATA section found at the end of the Brand Report provides further definitions of terms found elsewhere in the report, including a Website Glossary (when website traffic is reported), and Average Circulation for the publication/magazine for the period. It also provides further in-depth information to supplement data found elsewhere in the report. For example, in the example provided, you'll see:
This piece of intelligence tells you the media owner added these copies to the circulation, so one of your questions would be: Where did they come from?
Or you will see this:
It is extremely difficult to obtain geographic information about social media users or website users in a media owner's audience. BPA requires the media owner to declare this, giving you transparency and also allowing you the opportunity to have the dialogue with the media owner. For example, if you have Twitter followers, have you profiled them as far as geography is concerned? Matching those to the media owner's file might prove a worthwhile experiment.
Or, since the media owner DOES report on geography for some of his channels, a question might be, "How many Twitter followers are also in your other channels?"That question would be VERY difficult to answer. However, the important point is to have those discussions because they will lead you into understanding what you are buying!
BPA wants to make your media buying better! !