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

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.