The IPA has responded to The Telegraph’s announcement that the ABC (Audit Bureau of Circulations) results published today, 16 January, are the final set of ABC results that Telegraph Media Group will take part in.
Says Paul Bainsfair, Director General, IPA:
"The IPA is extremely concerned by the news that The Telegraph is to pull out of ABC. ABC is an industry supported JIC and as such produces trusted, independent and transparent data which is essential for Newsbrands trading. We know our members strongly support the independent, agreed JIC standards of ABC and a separate audit from elsewhere, which may not be in the public domain, does not give them the same confidence needed to support advertising expenditure. We urge the Telegraph to reconsider their approach and work within ABC to achieve their strategic aims."