Ipsos iris is launching weekly audience data of publisher websites, giving agency and publisher subscribers access to more frequent, timely insights to better inform media planning and investment decisions.
The new weekly insights will roll out this Friday (6 November) and provide more frequent data on audience content consumption behaviour across websites and apps, helping media planners identify emerging content trends, short-term audience spikes, the impact of major events and breaking news, and seasonal patterns.
The weekly dashboard will offer a streamlined version of Ipsos iris’ monthly report, featuring a focused set of metrics and reporting dimensions, including audience numbers and reach, total minutes spent online, and browser page views and visits on smartphones PCs/laptops and tablets, alongside week-to-week percentage changes.
Data will be released by 12pm every Friday, covering the previous seven day (Monday to Sunday) period.
Ipsos iris provides accurate data about the number of people visiting the content of digital publishers and platforms, along with the frequency of visits and time spent, by tracking digital audience behaviour across desktop/laptops, smartphones and tablets.
It uses a hybrid methodology that combines metered data from a high quality, nationally representative, single-source, privacy compliant, passive panel, with site-centric census measurement via media owner tagging, measuring activity on 8,000 devices.
This allows publishers to assess which content attracted audience attention in the week prior, and benchmark their performance against competitors. Weekly data includes audiences across the digital landscape allowing comparisons of the largest platform audiences to new and emerging channels. Weekly reports will include data from July 2026 onwards.
Weekly insights will also be released publicly for significant news, sporting and current events, offering a timely snapshot of how Australians engaged with online content as major moments unfold.
Ipsos iris will continue to publicly publish monthly audience data, which will remain the official currency for audience rankings and media reporting and supplements the daily volumetric data for tagged content owner subscribers.
“The new weekly Ipsos iris data provides a more frequent, timely and detailed understanding of audience behaviour on websites and apps. This will enable faster identification of content trends, short-term spikes, event and breaking news impact, seasonal patterns and will support timely comparability of audience shifts and more responsive content programming,” Ipsos audience measurement director of digital measurement Heather White said.
IAB Australia CEO Gai Le Roy said: “We welcome the introduction of weekly Ipsos iris data as a valuable addition to the IAB Australia-endorsed digital audience currency. Our recent Future of Measurement industry review reaffirmed the importance of sustainable, independent digital audience data in helping agencies and media owners compare media environments and make confident investment decisions. Consistent metrics, standardised structures and access to granular, timely data are increasingly important to the industry.”
Ipsos iris launched its monthly data insights in 2023, following two years of work by the IAB and its measurement council, including a strategic review of industry requirements.
Today, OzTAM revealed that it will begin measuring audience data of Netflix in a major update to TV ratings.
