Ipsos Iris joins ThinkNewsBrands’ digital measurement
ThinkNewsBrands, owned by News Corp, Nine, and Seven West Media, will be integrating Ipsos iris digital audience data into its Total News Publishing measurement, used primarily to promote the reach of Australian news publications.
From May 19, Roy Morgan digital measurement data, dating back to January 2023, will be replaced with Ipsos Iris measurement data. The new data set will be referred to as Roy Morgan Iris.
ThinkNewsBrands claims this move to a common digital news publishing source will allow for de-duplicated, multi-format, digital and print audience readership data. CEO Vanessa Lyons says this will leverage the strengths of each of the audience measurement systems.
This will help “streamline media planning and create consistency”, a media release from the organisation claims, “as all advertisers, agencies and publishers will be able to rely on one digital measurement, endorsed by all parties, irrespective of which system they subscribe to – Roy Morgan Single Source or Ipsos iris.”
Vanessa Lyons, CEO of ThinkNewsBrands
Audience market dynamics and year-on-year comparisons will also be accessible, and all integrated audience data measurement results have been independently audited by Milton Data.
“Roy Morgan Single Source provides a deep and holistic view of audience behaviour, attitudes and preferences while Ipsos iris data has become the industry endorsed digital audience measure,” Lyons said in the release announcing the change.
“The move to a common digital news publishing source aims to reduce media planning complexity and confusion for the industry.”
Chief Executive Officer of Roy Morgan, Michele Levine, said the integration follows a two-year collaborative process, in which “all parties worked rigorously together to ensure the seamless integration of sources, and that the resulting data is precise and reliable.
“Roy Morgan is pleased to be able to integrate Ipsos iris data into our Single Source and will continue to provide the total, multi-format, Total News Publishing audience sizing and profiling in our trusted environment.”
Chief Executive Officer of Ipsos, Simon Wake, added: “Being able to methodically work through a quite large data integration process has been very
rewarding for the Ipsos team.
“We’re glad to provide our data and to be part of a partnership that provides greater value to the media industry.”
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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