The future of print audience measurement is called EMMA (Enhanced Media Metrics Australia)… but what is it?
EMMA launced at the start of the new financial year and is designed to provide a complete picture of how people read and engage with newspapers and magazines across print, online, smarphones and tablets.
EMMA was developed by an independent research company and has been built in response to agencies and advertisers needs for greater transparency, accuracy and frequency of data.
This is how EMMA works… 54,000 people are surveyed a year, mainly recruited by phone, but around 8% through door-to-door methods. They will then complete an initial online survey taking them around 45 minutes, with around half completing a secondary survey looking at consumer habits in various categories. They are then sent an online link, where they complete a five minute survey about what they have read and visited in the proceeding day. This data is then extrapolated to give a readership number for each masthead across the mediums.
EMMA also sees for the first time around 130 regional papers, normally too small to be surveyed, a readership number, using Census data around demographics and the survey data.
Why it’s better?
The launch of EMMA already started with a collection of over 18 months’ worth of data, featuring a number of significant innovations and enhancements:
• An in-depth database of all newspaper formats capturing data across all platforms
• Branded sectional data within newspapers
• Contemporary segmentation and new insights into product categories
For us in an Advertising Agency, the data will more accurately portray the audiences figures, enabling us to respond to our clients briefs more effectively and providing the best environment to bring advertisers closer to their customers.
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