UKOM publishes first data from online common currency

The UK Online Measurement Company (UKOM) and The Nielsen Company have revealed the first set of data from their industry-agreed online Audience Planning System, with Google ranking as the top site.


The UKOM Audience Planning System was created to help brands plan online campaigns by delivering the same targeted reach and frequency measures given by TV (BARB), radio (Rajar) and print (NRS).

The first set of data reveals a regional breakdown of audiences, the proportion of ABC1 user a website has and what share of the audience is a household’s main grocery shopper.

The January data revealed Google was the top raking site for traffic, with 60% of its audience ABC1 and 38% being the main grocery shopper.

The site with the highest proportion of ABC1 audiences was the BBC (64%), followed by Wikipedia and Amazon (both 62%). Amazon also boasted the highest proportion of main grocery shoppers (50%), followed by Microsoft (47%).

Douglas McArthur, chairman of UKOM, said, “Today’s release of December 2009 data is a truly significant milestone for the online ad industry for delivering comparable audience measurement data to other, established media channels. This first data represents an immediate improvement in the knowledge and confidence around online advertising for advertisers, agencies and media owners.”

UKOM announced the details of the panel-based measurement to the industry in October 2009 and was widely supported as a way to grow brand budgets online.

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