Ipsos and Nielsen Extend Deals with Australia's emma

Australian industry body The Readership Works (TRW) has appointed Ipsos to run its 'emma' print readership currency survey for another five years, and will integrate still more digital ratings data from its other key partner, Nielsen.

TRW is a subsidiary of industry body NewsMediaWorks and was launched as long ago as 2010 to provide and manage a cross-platform audience measure, later called the emma survey. emma (Enhanced Media Metrics Australia) is funded by the Australian newspaper industry and was developed in its existing form by Ipsos for TRW and launched in 2013.

The organisation says it will continue to fuse the Ipsos data with Nielsen's DRM (Digital Ratings Monthly) to provide a single currency metric known as Total Audience Readership. The decision to merge results with the IAB accredited Nielsen digital audience data DRM) was announced almost immediately on launch. In addition, from June emma will also incorporate Nielsen's Consumer & Media View data (CMV), to give advertisers and publishers more insight into the audience's interests and spending habits, According to media publication www.mumbrella.com.au , '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'.

Mal Dale (pictured), General Manager of The Readership Works, said of the Ipsos extension: 'Over the past five years, Ipsos has demonstrated a deep understanding of our research requirements and created leading edge products to deliver on them. Coupled with their sophisticated operational capability which enables the elicitation of more reliable and accurate respondent data, it was a straightforward decision for us to extend their contract to collect and compute print readership'. At present, Ipsos surveys 39,000 Australians aged 14+ each year, initially recruiting by landline and mobile 'phones using RDD, then go on to complete the emma survey online - 2 in 5 are completed on mobiles. Sample is weighted to match the demographic make-up of Australia.

Commenting on the CMV integration, Dale adds: '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'.

Web site: www.thenewspaperworks.com.au .