The Readership Works (TRW), Nielsen and Ipsos have announced a strategic collaboration with Australia’s news media industry to deliver a ‘single source of truth’ in measuring, understanding and reporting Australian consumers’ increasingly fragmented engagement with brands and content.
This evolution sees Nielsen now leading the fusion process that brings together accredited readership data, emma (Enhanced Media Metrics Australia) – which has been produced by Ipsos since 2013 – and Nielsen’s digital audience data, to deliver a total audience readership (emma Cross Platform).
Then, Nielsen Consumer & Media View (CMV) will be fused to the emma Cross Platform data to provide critical product data.
The inclusion of Nielsen CMV with the print and digital currencies (emma Cross Platform) offers cross-platform readership, attitudinal, lifestyle and product data. This solution will be known as emma CMV.
Nielsen has a long history of fusing media currencies with Nielsen CMV: OzTAM TV ratings, Commercial Radio Australia’s radio ratings and the IAB-endorsed Nielsen Digital Ratings.
Looking to the future, Nielsen aims to bring the metro print data alongside the existing metro audience data that is already fused with Nielsen CMV.
Nielsen CMV is supported by TV networks, radio networks, outdoor publishers, magazine publishers, digital publishers, advertisers, and agencies.
Mal Dale (pictured above, right), general manager of TRW, said: “This evolution in the emma metric further strengthens its relevance and value as Australia’s readership currency.
“It ensures the continuation of world-class cross platform measurement and maintains best practice to meet the unique needs of this market’s media industry into the future.
“It combines the stability of the existing cross-platform measurement with the exciting opportunity to integrate more closely with Nielsen’s various offerings, most notably Nielsen Consumer & Media View.”
Monique Perry (pictured above, centre), managing director of media at Nielsen, said: “Nielsen is ready to take total audience measurement to the next level. We are thrilled to offer, for the first time, a streamlined and simpler solution for the Australian market.
“There is nothing more powerful than bringing to life high-quality currency data with a greater understanding of Australian consumers’ increasingly unique and diverse attitudes, consumption preferences, ethnicity and purchase intention.
“We are delighted to see the Nielsen Consumer & Media View client base expand to include news media and magazine publishers.”
Ipsos will continue to collect the emma print readership data for at least another five years, which constitutes the currency for magazines and newspapers, including newspaper-inserted magazines, branded sections, and regional and community newspapers.
Brian Hogan (pictured above, left), executive director of emma at Ipsos, said: “Since launch in 2013, emma has established itself as a world-class readership survey.
“Ipsos is proud to be able to provide continuity in readership measurement to Australia’s news media and magazine publishers, including the many regional, community and independent publishers that previously had no access to robust readership measurement.
“Ipsos’ state-of-the-art research techniques are developed around the world and our proficiency in delivering readership and core demographic data will continue to provide media and marketing decision makers with reliable and consistent audience data and insights for many years to come.”
The new measurement offering ensures media sellers and buyers will be able to continue with the same emma readership data across print and digital, combined with core demographics that they have been using since 2013. This allows for longitudinal and trend analysis.
This new, combined offering is available from Monday 4 June 2018.
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]
To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]
Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]
Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]
Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]