Readership Works announces Emma and Nielsen agreement
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”.
Nielsen’s Australian Media Group Managing Director, Matt Bruce said: “Nielsen’s focus is to provide clients with insights into consumer behaviour through ensuring our data is available wherever it benefits our clients. We are thrilled to make fused Nielsen Online
The move has also been welcomed by the Media Federation of Australia. “In this increasingly complex media landscape, we welcome all initiatives to provide accurate multi-platform data for more efficient media planning. We congratulate The Readership Works for their continued collaborative approach through the development of emma, their new readership surveyand look forward to the release of the new data,” said Sophie Madden MFA CEO.
Nic Christensen
