TC Media has signed for a multi-year subscription to StarchMetrix, a syndicated magazine ad rating service. Canadian Living, Elle Canada and Style at Home will each have their ads tracked and evaluated.

Launched in 2011 by Starch Research in partnership with American research firm GfK MRI, StarchMetrix Canada assesses magazine readership and analyzes return-on-investment for advertisers and publishers to measure the effectiveness of ads.

According to Starch Research, the service provides data on over a dozen top English-language titles and its database contains metrics on more than 12,000 ads in over 50 product categories, culled from over 60,000 consumer interviews. Other Canadian publications using the service include Reader's Digest and Best Health.

Measurements like Ad Noting and Actions Taken "will enable [TC Media] to work more closely with advertisers and agencies and provoke actionable data showing how many readers their ad reaches, along with whether the ad drove purchase consideration, website and social media activity and word of mouth," said Starch Research president Brian Hickey in a released statement.

"At TC Media, we are committed to staying at the forefront of the new techniques to measure ad effectiveness and consumer engagement," said TC Media's Mathieu Péloquin. This is the second new metrics initiative from TC Media of late. Earlier in April it released AAM Consolidated Media Reports for Elle Canada, Canadian Living and The Hockey News, marking the first such reports from a Canadian consumer mag publisher.