Jicmail – the ABC-style measurement scheme for the direct mail industry – is aiming to integrate its service with both the established TGI and IPA Touchpoints as part of a major expansion plan.
The scheme, which was launched in January, measures the daily readership and usage of direct mail by UK consumers. The data is captured in partnership with Kantar TNS, using a diary to follow each piece of mail over a four-week period in a sample of 1,000 households across the UK.
It is backed Royal Mail, Whistl, the DMA, IPA and ISBA and now has 25 subscribers, who account for more than £4bn of advertising expenditure.
The expansion plans – which also include producing circulation data through publishers such as Nielsen – have been revealed after the scheme picked up an award for media research at The Market Research Society Awards.
Jicmail engagement director Mark Cross told Print Week: “We’re on track with where we’d expect to be. If you took a three-year adoption cycle, in three years’ time we’d want to have more than 50 to 60 subscribers.
“When we integrate Jicmail with TGI and Touchpoints, for the first time anywhere in the world you will see mail data integrated with other channel data to be able to do cross-media/channel planning for the first time off an integrated set of data – it’s going to be a big moment.”
Direct mail comes out of silo with Jicmail audit launch