Cross-platform readership metric Enhanced Media Metrics Australia (emma) is strengthening its data offering through a new collaboration deal with Nielsen and Ipsos to further address the fragmented media market. The deal will see The Readership Works, Ipsos and Nielsen work in a new three-way partnership, with additional lifestyle and consumer data fused with the...
The deal will see The Readership Works, Ipsos and Nielsen work in a new three-way partnership, with additional lifestyle and consumer data fused with the current data to make a more in-depth and comparable data set.
Under the new arrangement, Nielsen will expand its offering to include the research firm’s national Consumer & Media View (CMV) solution. The research firm also will continue to supply emma with online ratings data as it has since launch. Ipsos will continue to conduct audience measurement surveys.
The data from the two research firms will be fused together by Nielsen.
The Readership Works general manager Mal Dale described the new deal as an “exciting opportunity”.
“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,” he said.
The Readership Works, a subsidiary of NewsMediaWorks, locked in the deal for five years up to 2023. The new, fused data – known as EMMA CMV – will be available from June 4.
Through measuring 22,000 consumers each year, Nielsen CMV collates in-depth data on media habits, product ownership, purchase intention and lifestyle preferences, allowing emma subscribers to get a more in-depth look at the consumers who are reading news media and creating more targeting opportunities
Nielsen managing director, media, Monique Perry believes the addition of CMV data will enable media buyers and agencies to make more effective decisions based on consumer attitudes and purchase intentions.
“Nielsen is ready to take total audience measurement to the next level,” she said.
“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.”
The new deal will better position emma’s data sets alongside that of its other traditional media measurements – OzTAM TV Ratings and CRA Radio – which also fuse data with Nielsen’s Consumer & Media View, making it easier for media buyers to compare different mediums.