EMMA evolves: The Readership Works, Nielsen and Ipsos strengthen strategic collaboration

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The Readership Works (TRW), Nielsen and Ipsos have announced a strategic collaboration with Australia's news media industry to deliver a 'single source of truth' in measuring, understanding and reporting Australian consumers' increasingly fragmented engagement with brands and content.
 
This evolution sees Nielsen now leading the fusion process that brings together accredited readership data, emma (Enhanced Media Metrics Australia), which has been produced by Ipsos since 2013, and Nielsen's digital audience data, to deliver a total audience readership (emma Cross Platform). Then, Nielsen Consumer & Media View (CMV) will be fused to the emma Cross Platform data to provide critical product data.
 
The inclusion of Nielsen Consumer & Media View with the print and digital currencies (emma Cross Platform) offers cross platform readership, attitudinal, lifestyle and product data. This solution will be known as emma CMV.
Nielsen has a long history of fusing media currencies with Nielsen Consumer & Media View: OzTAM TV Ratings, CRA Radio Ratings and the IAB-endorsed Nielsen Digital Ratings. Looking to the future, Nielsen aims to bring the metro print data alongside the existing metro audience data that is already fused with Nielsen Consumer & Media View.
 
Nielsen Consumer & Media View is supported by Television Networks, Radio Networks, Outdoor Publishers, Magazine Publishers, Digital Publishers, Advertisers and Agencies.
 
Mal Dale, General Manager of The Readership Works (above right), said: "This evolution in the emma metric further strengthens its relevance and value as Australia's readership currency. It ensures the continuation of world-class cross platform measurement and maintains best practice to meet the unique needs of this market's media industry into the future. It combines the stability of the existing cross platform measurement with the exciting opportunity to integrate more closely with Nielsen's various offerings, most notably, Nielsen Consumer & Media View."
 
Monique Perry, Nielsen's Managing Director, Media (above centre), said: "Nielsen is ready to take total audience measurement to the next level. We are thrilled to offer, for the first time, a streamlined and simpler solution for the Australian market. There is nothing more powerful than bringing to life high quality currency data with a greater understanding of Australian consumers' increasingly unique and diverse attitudes, consumption preferences, ethnicity and purchase intention. We are delighted to see the Nielsen Consumer & Media View client base expand to include News Media and Magazine Publishers."
 
Ipsos will continue to collect the emma print readership data, which constitutes the currency for magazines and newspapers, including newspaper inserted magazines, branded sections and regional and community newspapers.
 
Brian Hogan, Executive Director emma at Ipsos (above left), added: "Since launch in 2013, emma has established itself as a world  class readership survey. Ipsos is proud to be able to provide continuity in readership measurement to Australia's news media and magazine publishers, including the many regional, community and independent publishers that previously had no access to robust readership measurement. Ipsos' state-of-the-art research techniques are developed around the world and our proficiency in delivering readership and core demographic data will continue to provide media and marketing decision makers with reliable and consistent audience data and insights for many years to come."
 
The new measurement offering ensures media sellers and buyers will be able to continue with the same emma readership data across print and digital, combined with core demographics that they have been using since 2013. This allows for longitudinal and trend analysis. This new, combined offering is available from 4 June, 2018.

"With Total Audience measurement at the heart of Nielsen's global vision, we have the passion and the commitment to support a compelling cross platform Total Audience Readership solution for the Australian market," concluded Perry.

KEY BENEFITS FOR INDUSTRY SECTORS

For All
  • Continuity of emma cross platform readership currency which has been fusing the Print Readership data with Digital for a total audience picture for 5 years
  • No trend breaks or disruption as the emma CMV data will be available in DataFriend, Ipsos' analytical and media planning software
  • Measuring 22,000 consumers annually, CMV provides detailed insights into the media habits, product ownership, purchase intention as well as attitudes and lifestyle preferences of Australian audiences.
For Agencies
  • CMV's consumer behavior, sentiment and product usage questionnaire has been enhanced to align with variables available in emma.
  • emma CMV enables agencies to uncover purchase intention of print audiences. There is nothing more powerful than delivering your advertising message to a cross platform consumer with real buying intention.
  • Nielsen CMV national datasets also include segmentation models from databases like the Nielsen Homescan Panel and market partners including Mosaic, Geo-tribes and Landscape segments.
  • A future where the CMV data is the hub for media currency fusion, whether it be national CMV fused to emma cross platform or Metro CMV fused with TV, Radio and Digital or Regional CMV fused with Regional TV. These powerful media currency data sets enable agencies to reliably develop the best media plans for their clients, by knowing exactly which media their target audience is engaging with on a day-to-day basis.
For Advertisers
  • With the fusion of media currency, advertisers can build a strategy and a plan with the confidence of an industry-endorsed, superior quality data set. The same data set advertisers will be using to trade and post analyse their campaigns.
For Publishers
  • Maintains the continuity of Ipsos' robust, best-practice collection of readership data fused with the IAB-endorsed Nielsen Digital ratings for emma Cross Platform.
  • With the fusion of Nielsen's established CMV dataset including lifestyle, attitudinal and product usage, publishers across all media can use the same hub survey combined with their valuable media currencies to drive better outcomes.
  • The future integration of emma cross platform data with Metro CMV will see the market with a multi channel planning tool brought to life with TV, Radio, Print and Digital currencies. Publishers can develop strategy and insights integrated across all their media assets.

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