Publications measured by emma are not automatically reported. In order for reporting to occur they must meet certain minimum standards to ensure that the data is accurate and stable over time.
Publications must meet criteria around both duration of measurement and sample size:
1. Duration of measurement
Data reported by emma is based on a 12 month measurement period. Audience data is based on an average across that 12 month period. An exception can be made for new titles, which can be reported before a full 12 months of sample are available.
New National, Metropolitan and Regional and Community Newspapers
A new title (or a new branded section or inserted magazine) will be eligible for reporting once it has been measured for a minimum number of weeks on the survey, as follows:
|Daily newspapers||4 weeks||4 weeks||4 weeks||4 weeks|
|Weekly newspapers||4 weeks||4 weeks||4 weeks||4 weeks|
|Newspaper branded sections||4 weeks||4 weeks||4 weeks||4 weeks|
A new title will be eligible for reporting after a minimum number of issues have been measured on the survey (for print), or once it has been measured for a minimum number of weeks on the survey (for digital platforms), as follows:
|Weekly magazines||4 different issues||4 weeks||4 weeks||4 weeks|
|Monthly magazines||4 different issues||4 weeks||4 weeks||4 weeks|
|Bi-monthly magazines||2 different issues||4 weeks||4 weeks||4 weeks|
|Quarterly magazines||2 different issues||4 weeks||4 weeks||4 weeks|
|Newspaper inserted magazines||4 different issues||4 weeks||4 weeks||4 weeks|
2. Minimum sample
Print: In general, titles that have been measured by emma for a period of 12 months or more via the main national survey should achieve an unweighted sample size of at least 120 average issue readers over a 12 month period in order to be reported.
Mobile and Tablet: For titles that are also published in printed form, no minimum unweighted reader sample size is required. Titles that are not also published in print, and that have been measured by emma for a period of 12 months or more, should achieve an unweighted sample size of at least 120 average past- 4-week readers over a 12 month period in order to be reported.
Web: Web audiences reported by emma are based on fused Nielsen Online Ratings data. Minimum sample reporting requirements are determined by The Nielsen Company.
There are however some exceptions to these general rules:
Smaller Regional and Community Newspapers
The minimum unweighted sample size rule does not apply to smaller regional and community titles that are measured via distribution area surveys and/or modelling, as modelling is conducted to compensate for smaller sample sizes.
New publications (excluding smaller regional and community titles)
Subject to the Duration of Measurement rules, new publications may, at the sole discretion of The Readership Works, be reported for the first time once a minimum unweighted sample size of 120 average issue readers has been accumulated, subject to checks on the integrity of the data. Checks carried out will include:
- Confirmation of the time period over which the title has been measured.
- An analysis of Readers per Copy using circulation data corresponding to the period over which the title was measured, checking whether the circulation data includes bulk or free copies.
- The demographic profile of readers, which should be similar to the target audience for the title.
- A comparison with competitor titles that are already measured on the survey. This may include frequency of reading, source of copy or other measures as appropriate.
Publications that fall below the minimum sample threshold
In the event that a publication that has been measured by emma for at least 12 months achieves a sample size of less than 120 average issue readers over a 12 month period it will be placed under review, and will be subject to the assessment applied to new publications noted above. Reporting may be discontinued until or unless the sample size of 120 over a 12 month period is exceeded.
The publication may also be withdrawn from measurement at the discretion of The Readership Works.