emma (Enhanced Media Metrics Australia) was developed by Ipsos for TRW as a world leading methodology and was launched in 2013. TRW is a subsidiary of industry body NewsMediaWorks created to provide and manage the emma survey.
The appointment of Ipsos ensures the continuation and stability of the existing emma print audience measurement currency.
emma print audience data will continue to be fused with the IAB-endorsed Nielsen Digital Ratings Monthly (DRM) data to provide a single Total Audience Readership currency metric.
Mal Dale, General Manager of The Readership Works, said: “Over the past five years, Ipsos has demonstrated a deep understanding of our research requirements and created leading edge products to deliver on them. Coupled with their sophisticated operational capability which enables the elicitation of more reliable and accurate respondent data, it was a straightforward decision for us to extend their contract to collect and compute print readership.”
Brian Hogan, Executive Director emma, 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 industries, including the many independent regional, community and specialist publishers that previously had no access to robust readership measurement.
“Ipsos’s state-of-the-art research techniques developed around the world will continue to provide media and marketing decision makers with reliable and consistent audience data and insights for many years to come.”
Ipsos was originally appointed to carry out the Australian print audience currency survey following a request for tender by NewsMediaWorks that was conducted in 2011, during which 11 research companies put forward proposals. This tender was conducted with the input of the Media Federation of Australia and Magazine Publishers Australia.
emma was unique in that it combined print readership currency with digital audience currency to deliver total unduplicated audience measurement for news media mastheads and magazine brands. Other markets, notably this year the UK, have since adopted this currency-on-currency fusion design. Accurate cross-platform readership estimates are enabled by fusing IAB accredited digital audience data (Nielsen’s Digital Ratings Monthly –DRM) with emma print audience data.
Ipsos surveys 39,000 Australians aged 14+ per annum using state-of-the-art research techniques. Respondents are recruited via telephone using Random Digit Dialling (RDD) on both fixed line and mobile and then go on to complete the emma survey online. The survey design is device agnostic with 2 in 5 surveys completed on mobile phones. This process ensures that emma has a representative and unbiased respondent base. The sample is accurately weighted to match the demographic make-up of Australia.
The emma approach of recruitment via telephone ensures a more accurate population representation than either door-to-door recruitment or the use of pre-existing survey panels both of which have inherent bias in the sample base.
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.