The Readership Works (TRW) today announced a ground-breaking agreement with leading global information and insights company Nielsen to fuse Nielsen Online Ratings data with the impending release of the emma cross platform audience insights survey.
The two independently audited audience measurement systems will combine data, with Nielsen providing Ipsos MediaCT with its Interactive Advertising Bureau (IAB Australia) – endorsed online audience ratings data which will be fused onto the emma survey data.
“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 across content delivery platforms,” The Readership Works General Manager Mal Dale said.
“We have worked very closely with Nielsen, Ipsos MediaCT, the MFA, IAB and independent consultants to provide 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 insight into consumer behaviour through ensuring our data is available wherever it benefits our clients. We are thrilled to make fused Nielsen Online Ratings data part of the emma survey and enable Advertisers, Agencies and Publishers to better understand their combined audiences across print and online.”
Ipsos MediaCT Managing Director Simon Wake added: “The emma and Nielsen data fusion represents global best practice at work. We are employing widely accepted techniques from other markets where Ipsos conducts national audience surveys such as in the United Kingdom for The National Readership Survey.”
IAB Australia Research Director Gai Le Roy said: “The IAB commends that The Readership Works has included the digital industry currency in their new cross media measurement survey, emma. The market continues to demand improved measurement services that can provide accurate, granular data for cross media planning. We look forward to seeing the data in market.”
Media Federation of Australia CEO Sophie Madden said: “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 survey and look forward to the release of the new data.”