Guardian suffers greatest drop in ad buyers' approval
A new survey from the IPA suggests the newspaper's service approval rating has fallen 36% in the last two years
– 1 min read
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A new survey of digital planners and media agencies claims that the Guardian has suffered the greatest drop in service approval ratings of any online media owner in the past two years. The survey , which is carried out by the Institute of Practitioners in Advertising twice a year, received more than 200 survey responses from digital planners, strategists and buyers in media agencies and digital specialists.
Respondents were asked to rate the levels of service provided by a range of online media owners and outline where they feel improvements can be made. Online newspaper media owners featured in the survey included the Guardian Media Group, Telegraph Media Group and News International.
The Guardian scored a 45.2 per cent approval rating, suffering a 36 per cent drop since Spring 2009, when it scored 65.1, the highest percentage out of the three newspaper media owners.
The Guardian declined more overall in the last two years than any other media owner included in the research, which also includes Yahoo, Facebook and broadcasters' online arms such as Channel4.com and itv.com.
News International scored 41.9 and the Telegraph 59.8 per cent.
The Telegraph has shown the most widespread improvement across the board, the study adds, taking top place in 'understanding how to exploit cross media opportunities' and recording its highest scores in the last two years.
Next year IPA is launching a new Media Owner Awards scheme based on the eight attributes included in this survey along with a further eight submission-based awards.
