EMMA announces new engagement metrics
Five new points of measurable engagement have been unveiled by Enhanced Media Metrics Australia today.
The release:
Australia’s cross platform audience insights survey emma™ (Enhanced Media Metrics Australia) today announced a new engagement metric designed to demonstrate a reader’s unique relationship with printed newspapers and magazines.
The engagement metric will measure 189 publications, including newspapers, magazines and newspaper inserted magazines.
emma has undertaken the world’s largest and most comprehensive study of print engagement with more than 20,000 respondents, drawn from the emma audience insights survey, asked about their relationship with publications.
Ipsos MediaCT and The Readership Works have developed five ‘Axes of engagement’*, to measure reader engagement via emma. They are:
1. source of copy;
2. loyalty (frequency of reading);
3. motivation for reading the title;
4. connection with the title and
5. actions taken as a result of reading the title.
Now emma subscribers can analyse titles by individual quadrants (see Figure 1 below) within each of the five ‘Axes of Engagement’, using an ‘Engagement Quotient’ (EQ). The EQ is a numerical representation that demonstrates the strengths and unique ‘engagement footprint’ of a publication regardless of its audience size.
“The publishing and media community has known for many years that their publications engage with consumers in a stronger and more lasting way that is unique in respect to other media channels,” The Readership Works General Manager Mal Dale said.
“We go beyond standard audience measurements to provide a metric that quantifies newspapers and magazines’ deep engagement with their readers.
“The engagement metric was developed in close consultation with the Media Federation of Australia and Magazine Publishers Australia. Agencies and advertisers can now truly understand the potential of print to deliver messages in a relevant environment and capitalise on that engaged relationship between readers and titles to strengthen consumer sentiment towards brands.”
Ipsos MediaCT Managing Director Simon Wake said: “The emma engagement metric represents global best practice at work. The innovative and rigorous methodology used was developed after extensive testing and the end result is the largest study of print engagement ever undertaken.”
Other emma innovations to date include:
· the fusion of Nielsen Online Ratings data with the emma survey;
· Australia’s largest database of regional and community newspaper readership;
· readership data on individual branded sections of newspapers;
· the inclusion of geodemographic customer segmentation tools;
· new contemporary segmentation of the Australian population with 10 new consumer segments identified;
· monthly release of a rolling 12 month database;
· independently audited and
· built in collaboration with the Media Federation of Australia and Magazine Publishers Australia.
emma has been developed by independent research company Ipsos MediaCT, the global leaders in local audience measurement. Ipsos conducts national audience surveys and is the official measurement system in over 40 countries including the UK, Italy and France.
* The five axes of engagement:
1. Source of the last copy of the title read
Is the title obtained via a subscription, is it purchased by the reader, did someone else at home obtain it, or was the title copy picked up somewhere else (i.e. at work, in a library etc.)?
2. Reader loyalty (frequency of reading)
How often is the title read? Is the reader regular or occasional?
3. Motivation for reading the title
What was the motivation behind reading the publication? For example, was it read for inspiration, for work or study, for personal ‘time out’, etc.
4. Connection with the title
What did the reader get or experience from the act of reading? Was it to discover different points of view, to relax and unwind or was it read with a sense of anticipation, etc?
5. Action taken as a result of reading the title
As a result of reading, was information discussed/shared with friends or family, was something that was read about subsequently shared on a social media site, was an action taken to look for more information online or in-store, was a purchase made (or planned), etc.?
Figure 1: Iconography used to depict the engagement metric and engagement axes (higher resolution image available on request)
Source: Third Avenue Consulting
