Audience insights survey EMMA (Enhanced Media Metrics Australia) has a launch date of August 19, The Readership Works announced today.
The Readership Works general manager Mal Dale said it will be a “historic day” for the industry.
“In the development of emma™ we believe we have met and exceeded calls from media agencies and advertisers for cross-platform accountability and greater accuracy, transparency and frequency of data,” Dale said.
“emma’s™ methodology will enable media agencies and advertisers to have confidence in the data to paint richer, more contemporary consumer portraits.”
The new measurement survey, which has been developed by independent research company Ipsos MediaCT, was recently endorsed by the Magazine Publishers of Australia (MPA).
The first release will include “landmark fused data from Nielsen Online Ratings” and pledges to provide a “more accurate and complete picture of the way people consume newspapers and magazines”.
The report will also include data from across newspaper and magazine’s print, website, mobile and tablet formats, readership data on branded newspaper sections, “contemporary segmentation” of readers with 50,000 people to be interviewed seven days a week.