The Readership Works has unveiled a new measurement system for the magazine and newspaper industries which will merge Nielsen Online Ratings with Ipsos MediaCT's upcoming audience insights survey.
The independently audited Nielsen system, which is the hybrid online measurement system endorsed by the Interactive Advertising Bureau Australia, will join forces with Ipsos MediaCT's EMMA cross-platform audience insights survey, which is yet to hit the market.
The Readership Works general manager Mal Dale said: “The fused data will deliver greater accuracy for EMMA subscribers by showing how audiences engage with newspapers and magazines across content delivery platforms.
“We have worked very closely with Nielsen, Ipsos MediaCT, the MFA, IAB and independent consultants to create a product that provides significant benefits to the Australian media industry.”
Nielsen Australian media group managing director Matt Bruce said: “Nielsen’s focus is to provide clients with insights 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 said: “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.”
The Readership Works' official measurement partner is Ipsos.
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