Use of ABC data continues to grow, with 87% of buyers say they use it, compared with 76% in 2024, reinforcing its position as a trusted industry benchmark.

Trust and risk remain key considerations. Nearly 9 out of ten buyers (89%) say they would challenge publisher claims that are not independently audited, while 84% say they’re wary of self-reported data.

Buyers also see clear practical benefits. 85% say ABC data acts as a helpful sense check against other measurement sources, and the same proportion say it saves time they would otherwise spend checking facts.

Crucially, independent auditing has a direct commercial impact. 82% of buyers say ABC data is important in their media buying decisions, and 80% say they are more likely to recommend or invest in a title when ABC-audited data is available. This demonstrates a clear link between verification and advertising investment.

Taken together, the results show in a fragmented media environment, buyers increasingly expect trusted, independently verified metrics.

In the words of Vanessa Doyle, Head of Trading at IPG Media Brands:

“ABC data is the 'best in class' across all media data and the benchmark for the standards we would like across all industry buys.”

The media buyers are clear that independently audited data is critical to trust, reduces risk and directly influences purchase decisions.

And for publishers, this means that independent auditing is not just a mark of trust, it’s a driver of confidence, comparability and commercial investment.

 

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