AVERAGE ANNUAL AUDITED CIRCULATION
WHY SHOULD HISTORY MATTER?
BPA's Average Annual Audited Qualified Circulation Analysis shows you trends of paid and non-paid audiences so you can factor history into your media buying decision. History is important because, history repeats itself. When you see shifts in behavior over time, you begin to see patterns. When you see patterns, your media buying decisions become better. In other words, assessing a historical perspective on your media buying makes it better – exactly what this part of the BPA report does for you.
The Average Annual Circulation for audited and unaudited people is an important part of the BPA reporting process for this very reason. Note the table shows the media owner's audience. We can make some of the following observations:
- 31% of the audience was lost between 2011 and 2013. By 2014, the audience grew beyond the 2011 level, by an additional 4%.
- Qualified non-paid grew 19% over 2011 levels, and 111% over 2013 levels.
- Paid circulation fell over the time period, but came back up.
- The latest numbers for 2013 and 2014 are unaudited.
You can see because of the historical picture what the media owner's audience flux to maintain the quality, and this helps you have a great discussion in relationship to your media targeting objectives with the media owner.
BPA gives you this kind of historical depth to make your media buying better!