Emma – Enhanced Media Metrics Australia – the new cross-platform media survey developed by Ipsos MediaCT for The Readership Works continued its rollout at functions in Brisbane and Adelaide this week.
The readership insights survey was introduced to Queensland at a dinner in Brisbane on Monday night followed by a function in Adelaide last night hosted by The Newspaper Works chief executive Mark Hollands and The Readership Works general manager Mal Dale.
Emma earned significant praise at a panel of newspaper chief executives at the Future Forum in Sydney last week for its more in-depth database of all newspaper and magazine formats, capturing data across print, online, mobile and tablet.
It fuses Nielsen Online Ratings data with its own, with the two independently audited measurement systems providing a clearer picture on internet users.
Figures released with the launch revealed that readership, in most cases, was significantly higher than indicated in other surveys.
APN News & Media chief executive Michael Miller praised emma for its inclusion of 270 branded sections. Above is a video of Mr Miller during a panel at the emma Sydney launch.