FAQs
We've answered the most common questions we get asked below. If you can’t find what you’re looking for please contact us.
Company Information
ABC was founded in 1931 by ISBA. Its purpose was to provide independently audited circulation data that advertisers could trust. Our longest standing publisher clients have been with us ever since. We now deliver certified data and independent audit services across a wide range of areas and platforms. Although the media landscape has changed dramatically, delivering trust remains at the heart of what we do.
We’re a not-profit distributing organisation owned by the industry.
ABC is funded by its members via subscription and audit fees. As an industry owned, non-profit distributing organisation, our focus is on delivering excellent services at the best possible value. Typically, the annual cost to a media owner of being in ABC membership and delivering audited figures is less than the price of one page of advertising in a single issue.
Our permanent board members are representatives of the Institute of Practitioners in Advertising (IPA), Incorporated Society of British Advertisers (ISBA), News Media Association (NMA) and the Professional Publishers Association (PPA). A representative of the Internet Advertising Bureau UK (IAB UK) also sits on our board.
- Our board members are nominated by the above organisations. The board meets throughout the year to oversee the effective running of ABC, and includes key representatives from agencies, advertisers, media owners and trade bodies.
- Our Reporting Standards Groups (RSGs) are responsible for developing ABC Reporting Standards, which are the rules to which our data is prepared and reported. The groups represent the ‘buy and sell’ sides of the industry, and meet regularly to review and agree the standards for their sector.
- Our team includes our executive, client services, audit, standards, finance, and HR & facilities teams. Our expert auditors deliver the auditing work across all areas of our ABC Data and Assurance Services businesses - from print, digital editions and websites to ad fraud, brand safety and viewability.
ABC is governed by our board of permanent and nominated individuals, representing media owners, media buyers, advertisers and industry trade bodies. The rules governing what we measure and report are called Reporting Standards.
ABC’s Reporting Standards are regularly discussed and updates agreed by our Reporting Standards Groups, in line with the needs of the industry. Our role is to facilitate and implement the results of these discussions with industry representatives. ABC staff don’t decide the rules or take decisions about what is or isn’t allowed.
JICs are owned by the industry - advertisers, agencies and media owners - to provide transparent and objective data for each medium. Their data is produced and sold at cost, providing both industry accountability and a robust trading currency. ABC was the very first JIC in the UK.
The eight UK JICs are:
- ABC – Audited census measurement (Published Media)
- Barb – Audience research (Television)
- JICMAIL – Audience research (Direct Mail)
- JICPOPS – Census research (Population)
- JICREG – Audience research (Regional press)
- PAMCo – Audience research (Published Media)
- RAJAR – Audience research (Radio)
- ROUTE – Audience research (Out Of Home (OOH)
The advertiser and agency trade bodies (ISBA and the IPA) strongly support the JIC principles as the ‘gold standard’ approach to providing objective and comparable data for their members. In June 2023 the IPA released a white paper called Signals in the Noise, which highlights the exceptional quality of JIC data and its value in today’s media landscape. You can read more about why the IPA and ISBA champion JIC data in their Matter of Fact report.
About ABC Data
ABC data includes print, digital and event data. It's both quantitative (e.g. the number of print copies circulated or unique web browsers), and qualitative (e.g. specific distribution points for free printed copies, or the names of other media titles packaged in a multipack). The data is submitted by our media owner members via our ‘returns’ system, which ensures it’s prepared to ABC industry-agreed standards. We then audit the data to these standards and make it publicly available on our website.
The purpose of our data is to provide media buyers with verified, comparable facts and figures they can trust when planning and trading advertising. This information enables them to determine market demand for, and the potential reach of, different media products. Ultimately, our data helps buyers make informed judgements about the value of the media space they’re buying.
Our media owner members must prepare their data to ABC standards before submitting it for audit. Our audit teams then verify each claim using a broad range of tests, which are chosen based on the specific media product and how it’s been distributed. For example, rigorous checks of factual evidence, or arranging ‘reality tests’ like phone interviews and visits to specific sites.
Our audit process consists of six main steps:
- Data submission – Using our online returns system, the media owner submits their data and their ‘claim’ for a specific reporting period.
- Validation – Our returns system automatically analyses the data. Any inaccuracies are investigated and corrected. We then issue the media owner’s ABC certificate.
- Pre-audit review – We assess the media owner’s data and the processes they used to produce it. We’ll then determine which tests we need to use to verify the claim.
- Audit – We apply the selected tests to validate the data.
- Conclusion – We provide a summary of the testing results, record any discrepancies and assess if we need to make an adjustment to the claim or certificate.
- Wrap up – Finally we contact the media owner with a summary of any audit issues and recommendations where necessary.
We audit a wide range of media platforms, including:
- Digital editions
- Websites
- Apps
- Email campaigns
- Events
- Social media
You can read more about different audit options on our Magazines, Newsbrands, Events or Digital Media pages.
No, ABC data doesn’t include every single publication in the UK. Publications are not required to audit with ABC, however many national, regional, business and consumer magazines choose to do so. Frequently, ad agencies tell us they prefer to trade with publications that are ABC audited because they know the figures can be trusted.
No. As ABC doesn’t include all UK publications, these figures can’t be added together to give an accurate market or sector total.
ABC’s census data is an audited count, showing a brand's total activity and how different media products reach consumers.
PAMCO’s readership data gives insights into what happens once those products have reached the consumer, providing details about the audiences themselves and their consumption habits.
Census and readership data can be combined to provide a more comprehensive picture of the market, and often play different roles throughout the planning and buying stages.
No, JICREG is a separate organisation. According to their website, for a newsbrand to be reported on JICREG it must have its print circulation audited, its websites tagged by Comscore and the title/s must also appear on the Local Media Works database.
Any publisher wishing to be included in JICREG should contact JICREG directly (email: ).
How to access and use ABC data
All website visitors can access the most recent ABC certificates and data. Search for a title or company in the search bar, or head to our Reports and Certificates page to view the latest data.
To access our industry reports, historical data and/or past certificates, you’ll need to register on our website if you haven’t already done so. Here, you’ll find details about our website account types, subscription and membership options. If you’re unsure which account to choose, please contact us
Our data team is happy to answer your queries and provide guidance by email, phone or video call. Contact us
Our Reports and Certificates page is updated every day at noon, and can be accessed by anyone looking for the latest publicly available ABC data.
We release industry reports for the Consumer Magazine and Business Magazine sectors, which present figures for titles audited by us at a point in time. View our report schedule to find out when our industry reports are released.
Publicly reported newsbrand data
If a media owner chooses to report publicly, their latest data is available on our Reports and Certificates page or their latest certificate can be found via our search bar. ABC members and paid subscribers can also access historic data and certificates, either on the title’s product page (found via the search bar) or in our National Newspaper Data Hub.
Privately reported newsbrand data
If a media owner chooses to report privately, their data is only available in a monthly Private Agency Report. We circulate this report to a single contact at each agency who will have signed an NDA, and it includes both publicly and privately reported newsbrand titles. Contact us if you’re from an agency and wish to request access.
- Advertisers and agencies can find you by typing a product title or publisher name into the search bar on our website. This way, they’ll be able to find your Product Page which includes a link to your latest certificate/s, top line figures and charts.
If they’re logged in and have ABC membership permissions, they’ll be able to use our sector data hubs and see your past ABC certificates too. - For some sectors we create sector reports covering a period of time, such as our annual Consumer Media report, which advertisers and agencies can sign up to receive and can also access any time through the website.
We offer a wide range of value-added marketing tools and support to help you make the most of your ABC. Browse our Media Owner Support page for free downloads, tools and training.
Submitting & auditing data
As an industry owned, non-profit distributing organisation, our focus is on delivering excellent services at the best possible value. To achieve ABC certification, you’ll pay an annual membership fee and an audit fee. Our audit fee covers what it takes to do the work, whilst our annual membership fee contributes to our overheads.
- Annual membership - fees vary by sector but start from around £227 per annum.
- Audit – fees can vary greatly, with different sectors and platforms requiring differing levels of audit work. Audit fees start from around £346 per annum for a simple website audit.
The length of an audit varies but, in theory, it can be a relatively quick process. Essentially, it depends on what you’re reporting and the resources you have available to facilitate our auditor’s requirements.
We’ll help prepare you by explaining how your audit will work, the process we follow, the evidence needed and timescales. We’ll then be on hand throughout the process to guide you through and answer any queries.
To find out what an audit involves from start to finish, select a sector below to view the ‘Steps to Certification’:
Our standards are principle-based, so we’ll ask for evidence to prove your product is available/ distributed as reported. The good news is, you’ll likely already have this evidence as part of your own management reporting. We know that many media owners have different business models across their portfolios and we’re confident that any model can be reported on an ABC certificate.
During our early discussions, we’ll work with you to agree a submission deadline that works for you and your objectives. We’ll then set a recurring deadline for subsequent renewals.
We’ll always ensure you’re advised well in advance of each upcoming submission deadline. We’ll also work with you to accommodate any need to move this deadline should you require this. Annual renewal is usually a requirement of membership, so your submission will need to be made within a reasonable timeframe in order for ABC membership to continue.
There are slightly different processes depending on your sector. You'll find in-depth FAQs around submitting data for each sector below:
Please view our Guidance for Auditors conducting ABC Audits page.
About our Assurance Services
Our Assurance Services refer to the audits we offer that enable companies to prove their compliance with industry standards and regulations. Our Assurance Services cover a variety of sectors, including Digital Advertising, Data Privacy, the TV market, Viewability and a range of bespoke services in areas like influencer marketing.
Different industry organisations set the standards, depending on what we’re auditing. We’re an approved auditor for the areas and certifications listed on our website.
Independent audits ensure fairness and credibility. They provide assurance from an experienced and unbiased third party that everyone is following the same rules and is being checked according to the same standards.
Self-certification, sometimes referred to as self-attestation, is when companies claim to follow specific standards or guidelines, but they don’t have independent confirmation from an unbiased third party.
These are tailor-made audit programmes that provide independent proof a technology or service meets its claims. This increases transparency and credibility.
This list is updated monthly (on or before the 25th of each month) to reflect changes that are brought to the attention of ABC, AAM and the Spider & Robot Policy Board. You can read more on our Spiders & Robots page.
Our auditors hold prestigious qualifications like Chartered Accountants (ACA, CA), Certified Internal Auditors (CIA), and Certified Information Privacy Professionals (CIPPE/E)
Our audit process consists of five main steps:
- Onboarding. Your account manager will guide you through the process and confirm your requirements.
- Pre-audit. Our Audit Manager will explain the relevant standards and understand how your business aligns with them.
- Audit. We’ll examine the evidence required by the relevant standards
- Wrapping up. After successfully completing the audit, we'll issue a private audit report to both you and the relevant industry organisation.
- Certification. This is granted either by ABC or the relevant industry organisation. Your account manager will then be in touch to share our free marketing support, helping you to maximise the value of your audit and certification.
