The Independent Agency Search and Selection Company, in collaboration with Fairbrother Lenz Eley (FLE), has recently added media auditing to its portfolio of services.
FLE, a leading international media auditing company has been operating in the South African Market for over 10 years. FLE estimate that between 15-20% of South African of above the line advertising is audited. While this has been a growing trend it is still much lower when compared to the major European markets which are near to 50% or greater e.g.
· UK 55-60%
· France 40-50%
· Germany 50-60%
· Italy 40-50%
· Spain 45-55%
(The United States has been a late starter in the media auditing sector and the figures are estimated to be similar to South Africa i.e. 15-20%).
Television and print, which accounts for over 80% of total above the line spend are the two media routinely measured. A media audit allows advertisers to measure the performance of their media advertising agency year on year and against competitive benchmarks and year-on-year benchmarks. Media audits help clients obtain an objective evaluation of their media performance and that of their media agency, and optimising their advertising return on investment.
“Media auditing is about maximising the impact and performance of every rand spent in the media,” says Adriaan de Buck, media specialist consultant of IAS.