Ipsos Iris joins ThinkNewsBrands’ digital measurement

Nathan Jolly

May 7, 2025 11:23

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.

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Nathan Jolly

Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.