OzTam is increasing TV Panels to support Australian ratings data

OzTam is set to increase the number of homes included in Australian television audience measurement by a considerable 50%.

The change is being implemented by OzTam over the next 6 months and is expected to be completed by early 2017, a move they say will reinforce industry confidence in ratings data.

New Print Readership Measurement…. EMMA

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.

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

Seven and Nine neck and neck in audience share

Chanel Seven and Nine’s audience share was nearly even last night with Seven only just coming out on top, grabbing 29.8 per cent of television screens.

While Seven had overall numbers, the Oztam ratings show Nine had the top shows. Nine News came in the highest rating program of the evening at 1.349 million viewers, and The Block Sky High took 1.233 million making the network’s overall share being 28.2 per cent.

Nine’s A Current Affair won against Seven’s Today Tonight with 1.071 million viewers against 1.011 million. Seven won in the morning show wars though, with Sunrise beating Today at 354,000 viewers compared to 326,000.

Chanel Ten missed making it in the top ten, with its highest-rating program for the evening, Offspring, nabbing 770,000 viewers and thirteenth place. The network’s Wednesday schedule of Masterchef and Ten News took 19 per cent of viewers with 736,000 and 723,000 viewers respectively.

ABC had 18 per cent of Wednesday night viewers with the news grabbing 845,000 lounge rooms, while 7:30 had 752,000 viewers and Stephen Fry’s QI attracting 747,000 viewers.

After SBS grabbed fifth spot on Tuesday night thanks to the Aust vs Iraq World Cup qualifier, its programs failed to make it into the top 20 and the network attracted only five per cent of audiences.

Source: www.bandt.com.au

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