Nielsen, Ipsos & The Readership Works Evolve emma Readership Data Offering

Nielsen, Ipsos & The Readership Works Evolve emma Readership Data Offering

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.

Please login with linkedin to comment

EMMA Enhanced Media Metrics Australia Ipsos Nielsen Nielsen CMV The Readership Works TRW

Latest News

Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat
  • Media

Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat

As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]

BrandCrowd Creates Shareable Logo For Government’s ‘Arm Yourself’ Campaign
  • Advertising

BrandCrowd Creates Shareable Logo For Government’s ‘Arm Yourself’ Campaign

Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]

Jodie Oddy Makes Return To Radio, Scoring Nova Show
  • Media

Jodie Oddy Makes Return To Radio, Scoring Nova Show

Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]


by B&T Magazine

B&T Magazine