The Australian newspaper industry is backing a new cross-platform audience insight survey which provides data for over 600 newspapers and magazines across the country, including over 150 community titles and over 250 regional titles. Surveying 54,000 people a year, seven days a week, Enhanced Media Metrics Australia (EMMA) combines print data with Nielsen’s ratings for web, mobile and tablets to provide a more accurate and complete analysis of total readership.
The comprehensive study, which also breaks down audience metrics for individual newspaper sections, has been developed by independent research company Ipsos MediaCT on behalf of industry group The Readership Works.
EMMA released its first round of figures in August and initial study results demonstrate a significant boost in readership among Australian newspapers compared to numbers collected by rival measurement organization Roy Morgan.
“It was important when developing EMMA that we gave the industry what it was seeking – more accurate, transparent and frequent audience insights that help advertisers better plan their investment decisions,” said Ipsos MediaCT Australia managing director Simon Wake. “We believe EMMA has delivered on that goal.”