Fairfax Media will now partner with Ipsos for its political polling after Nielsen announced earlier this year it would no longer collect political data in Australia.
The ending of the Fairfax Nielsen poll in July, ended a 40 year old partnership between the two companies in Australia, with managing director of Nielsen Pacific, Chris Percy, telling The Sydney Morning Herald at the time that Nielsen's decision to exit political polling in Australia was part of a strategic plan to focus more on consumer purchasing and media consumption information.
"We have greatly valued the close relationship we have had with Fairfax on polling since the mid 1990s and this was not a decision taken lightly," he said.
The new Fairfax Ipsos Poll will comprise of 10 federal polls a year, along with state based polls, including the forthcoming Victoria and NSW state elections.
In addition to the polls, Fairfax Media will also have access to Ipsos’ Issues Monitor and Global Advisor reports, which provide monthly in-depth insights into the issues facing Australia, capturing an even greater diversity of views in an ever changing and fast moving political landscape and placing them in a global context.
“Fairfax has a long-held reputation as providing the nation’s best political polling and our partnership with Ipsos will take this to another level,” Fairfax Media director of news and business Sean Aylmer said. “Ipsos is a globally respected, independent pollster and its reliability of polling accuracy and global credentials is a perfect fit for Fairfax’s quality, independent journalism.”
The Fairfax Ipsos Poll will feature across Fairfax’s mastheads including The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, Canberra Times and WAToday, with the first Fairfax and Ipsos Poll to launch later this month.
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