EMMA to incorporate Nielsen Digital Content Ratings from January

Nielsen’s Digital Content Ratings are to be incorporated into the Enhanced Media Metrics Australia audience measurement figures from the beginning of next year.

In May, the Readerships Works renewed the EMMA contract for five years with Ipsos and Nielsen. At the time, the digital aspect of the survey included data from Nielsen’s Digital Rating Monthly survey.

The team behind EMMA (L-R): Brian Hogan – Ipsos, Monique Perry – Nielsen and Mal Dale – The Readership Works

With the new arrangement, Nielsen’s Digital Content Ratings audience data will be calibrated into EMMA to improve consistency between industry currency data sources and better reflect the total audience of publications.

The number of magazines now able to offer a total audience reach increases from 11 to 39, as well an additional 16 newspaper titles, including The Saturday Paper and regional mastheads.

The full integration of the Digital Content Ratings into EMMA will happen during the first half of 2019.

As interim work-around until the full roll-out, Nielsen will calibrate the digital panel data to match the Digital Content Ratings audience data for audiences aged over 14 to align EMMA with other industry measurements.

Where a publisher participates, Nielsen will be able to include coverage of mobile audiences and include content seen in websites, apps and video players across all devices, along with social platforms such as Facebook and Google.

The Readership Works general manager, Mal Dale, said: “The calibration of the digital panel to the IAB-accredited industry currency of Digital Content Ratings is another demonstration of EMMA’s commitment to currency-on-currency measurement.

“It once again proves our desire to work collaboratively with Nielsen and other industry bodies to provide Australia with the world’s most advanced and accurate audience measurement system. This is the first of several exciting innovations coming up in the following months.”

NewsMediaWorks CEO, Peter Miller, added: “Our publishers have been recognised for pioneering digital news brands and the innovative methods which they are using to successfully distribute and monetise content.

“Now they have the ability to measure it and provide a complete picture of audiences both on and off-platform for the first time. Indicative EMMA data including the new enhancement shows that our publishers are in very good health.”

Monique Perry, Nielsen managing director for Media, said: “Nielsen’s data science teams have demonstrated their agility in delivering both short and long-term commercial outcomes for our clients.

“We are proud to deliver this panel calibration to the Digital Content Ratings audience targets to ensure an interim currency fusion both for our Readership Works clients and all Consumer & Media View clients.

“We do remain committed to a longer term synthetic respondent-level database that will future proof our digital currency and allow it to be combined with other virtual panels where required.”

The first EMMA and digital panel data calibrated to Digital Content Ratings for the 12 months to October 2018 will be available in January 2019.


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