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New smartkpis.com report ranks the Top Advertising KPIs of 2011-2012

Press Release   •   Jun 03, 2013 17:14 AEST

June 3, 2013, Melbourne, Australia – The KPI Institute, the global authority on Key Performance Indicators (KPIs) research and education announces the launch of a new report in its 2011-2012 edition of its popular Top 25 series of reports. The series is based on research conducted through www.smartKPIs.com, which contains over 20,000 Key Performance Indicator examples, making it the world's largest source of thoroughly documented KPIs.

Advertising is a marketing instrument for communication, used to encourage and persuade the audience to adopt a desired behavior towards the organization and its products or services. Its main goal is to attract new customers and increase sales. KPIs focus on measuring the efficiency of advertising initiatives and campaigns and their impact on the public.

The Top 25 Advertising KPIs of 2011-2012 report compiles the most popular 25 KPIs used by the Advertising function. The methodology used to conduct the research consisted of ranking the KPI examples published in the Advertising functional area of smartKPIs.com, based on their number of views in 2011. Out of the more than 30 Advertising KPIs available on smartKPIs.com, the 25 most viewed by the members and visitors of smartKPIs.com were selected and analyzed in detail in this report.

Advertising KPIs are reflective of Advertising functions, and are grouped into subcategories, such as Advertising Costs, Audience Reach, Advertising Impact, Audience Exposure and Advertising Revenues. From these subcategories, Advertising Costs and Audience Reach were the most popular of Advertising in 2011.

The top 5 Advertising KPIs of 2011-2012 in this report are:

1.  $ Cost per exposure

2.  % Target Rating Points (TRPs)

3.  $ Advertising expenditure

4.  % Reach (Rating Point)

5.  % Advertising expenditures on TV local stations

Among the benefits provided by this report is the international perspective on the most popular KPIs for Advertising Management. Advertising KPIs provide quantifiable measurements of factors determined to be important for the Advertising strategy successful implementation. The Top 25 Advertising KPIs of 2011-2012 report is a valuable resource in promoting the informed use of KPIs or refreshing the existing performance measurement and management practice in any organization.

According to Aurel Brudan, The KPI Institute’s CEO “The Top 25 Advertising KPIs of 2011-2012 report is a synthesis of what smartKPIs.com is all about: it provides an overview of how Advertising KPIs are used in practice today, by combining input from the online community with analysis and insights from our research team."


http://www.smartkpis.com is the leading online platform for performance management knowledge integration, hosting the largest database of thoroughly documented KPI examples available on the web today. It offers high quality resources and collaboration functionality for the community of members, assisting them in making smart decisions regarding their performance management initiatives. Registration is free and enables research, learning and interaction as part of a growing community of members from over 190 countries and territories.


The KPI Institute is a research, publishing and educational provider specialized in developing better practice in the use of KPIs. It developed the KPI Management Framework and runs five main research programs, dedicated to performance management, the Balanced Scorecard, KPIs, analytics and organizational strategy. Over the last 8 years, The Institute assisted over 5,000 organizations in finding solutions to their KPI needs.

Media contact

Cipriana Turcanu, The KPI Institute, Tel: +61 3 9670 2979, Email: cipriana.turcanu@smartKPIs.com