Readership metric EMMA extended for a further five years
The Readerships Works has locked in an additional five year contract with Ipsos and Nielsen for readership metric Enhanced Media Metrics Australia (EMMA), with Nielsen now responsible for over-laying product data.
EMMA was launched by the newspaper industry five years ago as an alternative readership metric to Roy Morgan. It is also used to estimate magazine readership.
Since its launch, all of the major magazine publishers have withdrawn from having their print circulations audited by the Audited Media Association of Australia. News Corp has also withdrawn its newspapers from the audit.
EMMA gets its print readership data by Ipsos surveying a sample of the public on which publications they remember seeing. The digital data comes from Nielsen’s Digital Ratings Monthly metric which combines an audience panel with tagging of websites. EMMA is mainly funded by the publishers.
So, 39,000 is the biggest ‘currency’ sample?
Morgan doesn’t count because it isn’t ‘currency’? . From memory radio does well over 50k each year. TV has a panel of around 8,000 homes which would be around 19k people per day (or around 7 million people ‘records’ per annum).
@Hmmmmm: You may be right about radio but your TV example is completely flawed, records and sample size are not the same thing…You might want to brush up on your statistics!