Using its 12m-strong research panel, Dunnhumby will measure the purchasing patterns of newspaper buyers to determine the effect advertising has on customers purchasing grocery products and brands.
Dunnhumby will then link information on a million households that regularly buy newspapers to their purchasing behaviour of grocery brands to establish the power of FMCG newspaper ads.
In addition, Dunnhumby will measure campaigns from a number of grocery brands that are running in the national press this year to provide brand owners with measures on performance.
Dunnhunmby director of customer strategy Martin Hayward said: "Advertisers are demanding more accountability from their advertising investments."
Hayward said that its research panels allowed it to link media expenditure with observed purchasing behaviour, which helps advertisers determine the effectiveness of the advertising and the return on investment.
NMA chief executive Maureen Duffy said: "The analysis we can get from Dunnhumby provides advertisers with powerful insight into the real effects that their advertising delivers in terms of sales, customers and brand share."
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