Prisa Noticias
has announced through a statement that from now on it will periodically publish internal data on traffic and digital subscribers of its media with its own registry that will be audited by an external and independent company.
As the company explains, this decision is made "in response to the progressive gap between the standard indicator of the current official meter,
Comscore
, and the reality of the market in Spain."
The new system implemented by Prisa will affect
El País, As, Cinco Días
and
Huffpost
.
The data from these headers may continue to appear in Cosmscore reports for the coming months but, as Prisa Noticias emphasizes, if this happens they will do so "without express authorization."
This step taken by Prisa follows, according to the company itself, the line adopted by other international media that have decided to adapt the audience measurement to "a context in which
subscription models
, the
evolution of the advertising ecosystem
and the
management of the own data
have made sector gauges obsolete. "
In the case of Spain, as Prisa makes explicit in the note in which it breaks with Comscore, there is "a progressive distance between the official meter and the reality of the market in Spain."
As the company emphasizes, "relying almost exclusively on a volume indicator, which does not provide information on the
quality or loyalty of audiences
and, therefore, gives the same weight to a reader who visits a
site
every day of the month as to one who does it only once through a search engine or a social network, it is not enough to reflect the current context of the press sector ".
The audience measurement system in Spain is currently in the middle
of the award period
, in a process that is expected to conclude in 2021. The implementation of subscription models by the main general information media -initiative in which EL MUNDO has been a pioneer-, has notably changed the panorama of the sector and invites us to review its audience measurement model.
It should be noted, in this sense and among other deficiencies, that Comscore's measurement is carried out through a
sample that ranges between 30,000 and 50,000 panelists
, of which only a third are from mobile devices, despite the fact that mobile traffic is majority for all headers today.
In today's press landscape, the quality and loyalty of a newspaper's readership is more important than the gross number of unique users who visit it, which is the data that Comscore prioritizes in its measurements.
This has led many media outlets to turn to
strategies closer to commercial engineering
than journalism - such as very aggressive SEO, traffic bought from Facebook or the production of low-value news with impressive headlines - instead of dedicating their effort to the preparation of content with added value as prestigious newspapers do.
According to the criteria of The Trust Project
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