Intenders: A New Metric for Determining Audience Buying Potential; Advertiser Perceptions Improves the Way Media Decisions Are Made and Advertising Is Sold.

NEW YORK -- Advertiser Perceptions has released the first wave of Power Metrics data for 2006 to its media agency, print publishing, website and television network customers. With its release, Power Metrics 2006 will improve the way media decisions are made and advertising is sold based on a new, more powerful metric that emphasizes brand-specific buying intentions in addition to traditional demographics, attitudes and engagement factors. Moreover, Power Metrics 2006 enables the comparison of magazine, website and television audiences from a single source of research data. Now, for the first time, marketers, media planners, buyers and sellers have the ability to compare audiences across multiple mediums based on brand-buying intentions.

"Nothing is more engaging about a magazine, website or television show to marketers and advertisers, than its audience intentions to buy their brands," says Ken Pearl, CEO of Advertiser Perceptions, the producers of Power Metrics. "Before Power Metrics, marketers had to target their audiences predominantly by demographics. Now with Power Metrics 2006, marketers have access to hundreds of multi-media consumer audiences that can be identified by their intentions to buy thousands of brands."

"In today's dynamic marketplace, advertisers can no longer exclusively rely on old methods for making media decisions. We need new metrics that get to the heart of what our clients want most, to sell product," according to Bruce Goerlich, EVP Director of Strategic Resources at ZenithOptimedia. "Power Metrics is helping us achieve that objective."

"Media silos are giving way to multi-media decision-making," said Randy Cohen, President of Advertiser Perceptions. "Power Metrics provides media planners, buyers and sellers with a unique tool for making comparisons across different mediums. In the past we could only compare like media, that is, Time to Newsweek or CSI to Lost or Yahoo to MSN, for example. Now with Power Metrics, the comparison of audience brand-buying intentions can be easily made across diverse media; Time and CSI, Lost and Yahoo, MSN and Newsweek, along with other more conventional measures, and all from a single source of research."

Advertising industry pundit, Steve Greenberger, Senior Vice President, Chief Marketing Officer at DJG Marketing, points out that "The potential of a product such as Power Metrics is exciting for the media industry. I believe that a single media research tool that can enable analysis and planning across television, web and print, like Power Metrics, is essential. It delivers what today's marketers' are demanding."

Power Metrics 2006 Wave One is based on a sample of 25,000 respondents and is representative of U.S. adults, 18+. The multi-client online study measures respondents' buying intentions for 5000 brands and 300 product categories along with the media consumption of more than 150 magazines and national newspapers, 120 websites and 200 television programs and networks. Other key measures include demographics, attitudes about buying and engagement factors. The next wave of Power Metrics, which will follow the same proven methodology, will be conducted in December 2006 and released to clients in January 2007.

Advertiser Perceptions is a media intelligence company dedicated to providing management information and marketing decision-making tools to the brand-marketing, advertising and media industries. Our research-based products deliver actionable information and direction enabling media executives, marketers and media agencies to make more informed customer marketing decisions and increase sales as a result. Advertiser Perceptions has offices in New York City and in the San Francisco Bay Area. Its website is located at www.advertiserperceptions.com.