Readership Works announces Emma and Nielsen agreement

July 5, 2013 12:44

The Readership Works has announced an information sharing agreement Nielsen which will see Nielsen Online Ratings data with the impending release of the EMMA audience survey.

According to the announcement the two independently audited audience measurement systems will combine data, with Nielsen giving Ipsos MediaCT with its online audience ratings data which will be used in the emma survey data. Emma will be a competitor to the existing metric run by audience measurement firm Roy Morgan.

“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. The fused data will deliver greater accuracy for emma subscribers by showing how audiences engage with newspapers and magazines acrosscontent delivery platforms,” said Mal Dale The Readership Works General Manager.

“We have worked very closely with Nielsen, Ipsos MediaCT, the MFA, IAB and independent consultants to create a product that provides significant benefits to the Australian media industry”.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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