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Welcome to Base

Base

Breakdown of Advertising Share and Expenditure (Base) was launched in October 2003 by IAPI.

Base is the system that records the share of voice (SOV) of advetising volume and estimated revenue across media in the Republic of Ireland.

Base was developed to provide a user friendly and speedy anaylsis of advertising data. The system was developed in consultation with Irish advertising agencies and Media Independents and is maintained through continuous dialogue with clients by staff that has first hand knowledge of their requirements.

The system allows the following analysis:

  • Top line spend data available instantly including graphic facilities.
  • Share of Voice delivery existing alongside estimated figures.
  • Analysis of each individual supplier and brand through range of client options.
  • Delivered in excel format.
  • All media delivered in rate card monetary values.
  • Print media delivered in space volumes values (VPR see below)
  • 39,000 brands or services on database to date.

Volume Print Reporting (VPR)

The VPR recognises the special requirements of the print industry. The volume analysis allows for a competitive breakdown of advertising by column centimetre through individual title. Due to the nature of the print industry, rte card costs are generally inflated and make expenditure analysis and comparison of advertising difficult. Volume analysis allows for a more transparent view of the market.

 

BASE Methodology

In line with the international best practice, all advertising collated by base is measured by published rate card or industry averages. This does not take into account volume discounts, neogotiated discounts, free insertions or free displays.

We simply record and measure all visible advertising to allow clients to determine a real share of visiblity of advertiser and brand activity in the Republic of Ireland.

In the print medium all advertising that equals or exceeds 20 col cms is recorded as display. All other advertising is recorded under classified.

 

For some 2006 BASE Results

Click here or go to Reports.