Media buyers hail EMMA sectional data

Media buyers hail EMMA sectional data
SHARE
THIS



Some of Australia’s leading media buyers have given their backing to The Newspaper Works’ EMMA (Enhanced Media Metrics Australia), stating that it’s an upgrade on the existing industry readership metric provided by Roy Morgan.

The first set of the new EMMA readership data has been released today, showing up to 80% difference from the established Roy Morgan numbers for some titles.

Mat Baxter (pictured), chief executive at Mediabrands-owned UM, said his agency is putting its full support behind EMMA, and will be using EMMA data in its media operations instead of the figures from Roy Morgan.

Commenting on the sizable percentage difference between the two sets of data, Baxter believes that this was always going to be the case "because EMMA has got a more robust and more recent methodology attached to it”.

"You’re asking people that have a stronger likelihood of recalling what they’d been reading given that you’re asking them on a more frequent basis, so I think there was an expectation that the flip in methodology would garner slightly better results for media than Roy Morgan, which requires a longer period of recall and is done using a more cumbersome, longer format methodology,” said Baxter.

He added that UM sees EMMA as an enhancement on Roy Morgan with superior methodology, inclusing a range of different benefits such as data from across the different channels and sectional readership. “It’s a more in-dept analysis of media consumption. We will be putting our full weight behind EMMA," he said.

Baxter said that Roy Morgan is now in a spot of bother given that it has “failed to respond to the needs of the market place”.

“They haven’t addressed some of the shortfalls that the market has asked for, things like multi-platform and sectional readership.

“Agencies won’t be able to afford to subscribe to the two surveys. One is going to have to be sacrificed in favour of the other. From our point of view, the expectation is that EMMA will reign supreme in that battle."

UM looks after media duties for News Limited, which has already given a ringing endorsement to EMMA.

Meanwhile, MEC's chief executive Peter Vogel has also welcomed the arrival of EMMA, stating that print publishers are eager to get aggregated readership stats from across all platforms.

"They want these aggregated stats so it makes their medium more competitive," he said. "The other big thing is they [EMMA] give out sectional readerships, so if you’re looking at the mastheads breakdown, then it’s absolutely great because it gives you more detail. Print is fighting a very difficult battle so anything that can help them they'll have to do."

Danny Bass, chief investment & intelligence officer at GroupM, said his agency was looking to do a deeper dive on the EMMA figures this week before commenting, but he did welcome EMMA into the Australian market, stating that the competition can only be a good thing.

Please login with linkedin to comment

Latest News

It’s Back! Naked’s Jon Burden Reveals All In The Return Of Video Series ‘The Ads I Wished I’d Made’
  • Advertising
  • Campaigns
  • Media

It’s Back! Naked’s Jon Burden Reveals All In The Return Of Video Series ‘The Ads I Wished I’d Made’

Welcome to the 2018’s triumphant return of B&T’s ongoing industry video series (partnered with video content superstars Redbikini) and all called the Ads I Wish I’d Made. And what better way to kick of the New Year than probing Naked Communication’s executive creative director Jon Burden on the ads and the media that inspired him and make him […]

by B&T Magazine

B&T Magazine
Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine