More Innovations To Come As EMMA Turns One
The Readership Works general manager Mal Dale said EMMA (Enhanced Media Metrics Australia) would soon launch another series of innovations.
The cross-platform audience insights survey turns one today.
Last month, EMMA released a raft of product enhancements as part of its innovation roadmap for the rest of this year, including a new geo-targeting tool and additional product and category data. This follows the launch of the EMMA engagement metric in June, the world’s largest and most comprehensive study of print engagement.
Dale said more innovations would launch throughout the year, cementing EMMA’s position in the market as the pre-eminent audience measurement survey.
“EMMA’s world-class and robust methodology has demonstrated that newspaper media brands deliver large and engaged audiences and today we have year on year data available for the first time that validates this audience growth: total national, metropolitan and larger regional newspaper media now reaches 14.5 million people per month, up from 14.3 million this time last year,” Dale said.
“While print is down 4% overall, an 11% increase in digital audiences shows the community maintains a voracious appetite for our mastheads’ journalism and commercial content.
“We will continue to collaborate with the industry as part of our commitment to continuous innovation. We have been impressed by the ongoing and valuable contribution from the MFA and a number of individual agencies in facilitating further enhancements to the survey, which we plan to make public in the near future.
“We are extremely pleased with the market reaction to emma and continue to work closely with the industry to ensure that emma meets and exceeds market needs.”
Ipsos MediaCT managing director Simon Wake said: “Industry transition is well under way and we have been impressed by the ongoing and valuable contribution from our clients in both proposing and facilitating further enhancements to the survey. And it’s not just media agencies. We’ve also had considerable interest from a number of advertisers and advertiser sectors that are actively trialling the EMMA data and providing input into the development of the emma questionnaire.
“We look forward to working with our clients in year two and beyond to help navigate the changing media landscape.”
EMMA innovations to date include:
- The EMMA data has now been fused into RDA Research’s geoTribes Explorer database enabling the provision of audience profiles at the local area level
- The EMMA survey will now contain even more comprehensive usage and purchase information for key brands within product categories such as travel, airlines, automotive, sport, quick service restaurants, food and health
- Purchase information based on the Household Expenditure Survey conducted by the Australian Bureau of Statistics has been incorporated into the emma database. This information includes household expenditure data across an initial 34 product categories, with additional categories being added over coming months
- The EMMA survey is now fused with The Health Care and Insurance Australia survey, which provides information on health insurance among Australians
- The Ipsos Food and Health Report, which is an annual survey of 3,000 Australians, is fused with EMMA. The study provides information on the changing mindset, preferences and behaviour of consumers in relation to food and healthy eating
- The EMMA Engagement metric is designed to demonstrate a reader’s unique relationship with printed newspapers and magazines, measuring 189 publications, including newspapers, magazines and newspaper inserted magazines. EMMA has undertaken the world’s largest and most comprehensive study of print engagement with more than 20,000 respondents, drawn from the EMMA audience insights survey, asked about their relationship with publications
- The fusion of Nielsen Online Ratings data with the EMMA survey
- Australia’s largest database of regional and community newspaper readership
- Readership data on individual branded sections of newspapers
- The inclusion of geo-demographic customer segmentation tools
- New contemporary segmentation of the Australian population with 10 new consumer segments identified
- Monthly release of a rolling 12 month database
- Independently audited
- Built in collaboration with the Media Federation of Australia and Magazine Publishers Australia
EMMA has been developed by independent research company Ipsos MediaCT, the global leaders in local audience measurement. Ipsos conducts national audience surveys and is the official measurement system in over 40 countries including the UK, Italy and France.
Latest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.