The Readership Works has announced that it's teamed up with Nielsen to merge Nielsen Online Ratings data with its soon-to-be-released cross platform audience insights survey ‘emma’ (enhanced media metrics Australia).
The two independently audited audience measurement systems will combine data, with Nielsen providing global research giant Ipsos MediaCT – the developer of the survey – with its IAB Australia endorsed online audience ratings data.
"This is a real milestone for the Australian media and marketing communities, further strengthening our market offering by enabling agencies and advertisers to make better informed investment decisions,” said Mal Dale, general manager at The Readership Works.
"The fused data will deliver greater accuracy for emma subscribers by showing how audiences engage with newspapers and magazines across content delivery platforms," he added.
Ipsos MediaCT managing director, Simon Wake, added: “The emma and Nielsen data fusion represents global best practice at work. We are employing widely accepted techniques from other markets where Ipsos conducts national audience surveys such as in the UK for the National Readership Survey.”
Media Federation of Australia CEO, Sophie Madden, added: “In this increasingly complex media landscape, we welcome all initiatives to provide accurate multi-platform data for more efficient media planning. We congratulate The Readership Works for their continued collaborative approach through the development of emma, their new readership survey and look forward to the release of the new data.”
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