Readership metric EMMA extended for a further five years

The Readerships Works has locked in an additional five year contract with Ipsos and Nielsen for readership metric Enhanced Media Metrics Australia (EMMA), with Nielsen now responsible for over-laying product data.

EMMA was launched by the newspaper industry five years ago as an alternative readership metric to Roy Morgan. It is also used to estimate magazine readership.

Since its launch, all of the major magazine publishers have withdrawn from having their print circulations audited by the Audited Media Association of Australia. News Corp has also withdrawn its newspapers from the audit.

EMMA gets its print readership data by Ipsos surveying a sample of the public on which publications they remember seeing. The digital data comes from Nielsen’s Digital Ratings Monthly metric which combines an audience panel with tagging of websites. EMMA is mainly funded by the publishers.

In the new arrangement, the survey will also use Nielsen Consumer & Media View to provide further information to advertisers and publishers about the audience’s interests and spending habits.

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

Under the new arrangement, Ipsos will continue to handle EMMA print and basic demographic readership data while Nielsen will become the face of the metric, taking over responsibility for fusing the print and digital ratings data.

“Our responsibility will be to fuse in the IAB-endorsed industry currency. Right now that’s DRM. What is in the future that’s our responsibility to ensure that that is part of the industry currency,” Monique Perry, managing director for media at Nielsen Australia, told Mumbrella.

Brian Hogan, executive director of EMMA at Ipsos, added: “We still have a sample of 39,000 respondents a year which is far and away the biggest sample for any industry currency. And it presents a really accurate view of the audience and what agencies buy is audiences.”

According to Nielsen, the integration of EMMA’s cross platform data with CMV will help advertisers and media agencies plan across TV, radio, print and digital currencies.  It will also allow publishers to market their products to advertisers across  their various media assets.

Mal Dale, general manager of The Readership Works, said the alterations to the contracts was more of a strategic change than about the methodology.

Techniques used to create EMMA are of the “highest possible standard”

“Nielsen will be responsible for providing the lifestyle and product data through their product CMV, which is Nielsen’s lifestyle attitudes and product consumer database,” he said. We want to evolve EMMA so it can live in a broader ecosystem where it can relate with and integrate with other media currency data.”

Ipsos’ Hogan said the reason for the change was not to do with the need to swap one set of product data for another. “That happened as a consequence of the overall integration into the broader Nielsen set,” he said.

Hogan said: “You’ve got to look into the depths of the data and understand what it means and obviously that’s what we do. We help people understand that but it’s very rigorous and it’s hard to argue with the the science of it because it is proven in many many markets all over the world.”

The new offering will be available from June 4. The changes will not cause trend breaks from previous reports.


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