TC Media has signed a multi-year deal with GfK MRI’s StarchMetrix to measure the readership and effectiveness of the national ads (1/3 page or larger) running in three of its titles.

The new deal will measure the ads in Canadian Living, Elle Canada and Style at Home. GfK’s StarchMetrix was launched in 2011 and includes metrics such as actions taken by a reader as a result of seeing a print ad, according to a release on the deal.

In Canada, the StarchMetrix deal includes measurements on more than 12,000 ads in 54 product categories from more than 60,000 consumer interviews. The TC Media titles join Mindshare, Reader’s Digest and Best Health as Canadian agencies and magazines that use the advertising results.