Nielsen will fuse print data with digital ratings data to provide cross-platform audience data
Ipsos will continue to collect emma print and core demographic readership data
The streamlined offering uses Nielsen’s Consumer & Media View (CMV) lifestyle and product data, facilitating closer integration with Nielsen’s suite of insights and currency products
Nielsen now has the opportunity to offer print currency alongside other media currencies for the first time
SYDNEY – May 21, 2018 – The Readership Works (TRW), Nielsen and Ipsos today 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.
Here’s a little more details about how it works:
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, 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, 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, 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:
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.
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.
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.
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.
Media Relations Contacts:
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Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks third in the global research industry. With offices in 88 countries, Ipsos delivers insightful expertise across six research specialisations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.
emma™ (Enhanced Media Metrics Australia) is Australia’s cross-platform audience insights metric built for the digital age. emma™ was developed for The Readership Works (TRW) by independent research company Ipsos Connect which conducts national audience surveys and is the official measurement system in more than 40 countries including the UK, Italy and France. emma™ also has an agreement with Nielsen’s Digital Ratings Monthly to fuse its data with emma’s data, providing greater cross-platform accountability, accuracy, transparency and frequency of data. The Media Federation of Australia was involved in the development of emma and sits on the Technical Committee. emma is independently audited by Dr Rob Hall.