emma (Enhanced Media Metrics Australia) is Australia’s new cross-platform audience insights survey.

The new measurement survey has been developed for The Readership Works by independent research company Ipsos MediaCT, global leaders in local audience measurement. Ipsos conducts national audience surveys and is the official measurement system in over  40 countries including the UK, Italy and France.

emma’s methodology is world-leading, surveying 54,000 people a year, seven days a week using sophisticated survey techniques.

emma will provide data for more than 600 newspapers and magazines, including over 150 community titles and over 250 regional titles.

emma features a number of significant innovations and enhancements including:

– A more in-depth database of all newspaper and magazine formats capturing data across print, website, mobile and tablet

– Branded sectional data within newspapers

– Contemporary segmentation and new insights into product categories.

– The emma Engagement metric answers the What, When, Why and How of readership.

emma enables advertisers and media agencies to paint richer, more contemporary consumer portraits with total confidence in the data.

emma: details
Sample 54,000 per annum
Data release Quarterly database and monthly reports (monthly databases from November 2013)
Recruitment CATI (computer aided phone interview), plus 8% door to door
Interview frequency 7 days per week
Methodology 90% CAWI (computer aided web interview), 10% CAPI (computer aided personal interview)
Print readership National Newspapers
Metropolitan Newspapers
Regional Newspapers
Community Newspapers
Newspaper Inserted Magazines (NIMs)
Branded Newspaper Sections
Cross platform readership Nielsen Online Ratings
Mobile smart phone
Mobile tablet
Other Media usage TV, Radio, Cinema, Outdoor, Internet
Media engagement Media Consumption, Media Most Useful
Print engagement Source, Loyalty, Motivation, Connection, Action
Demographics All key demographic and socio-economic measuresMOSAIC geo-demographic segmentationgeoTribes and geoSmart geo-demographic segmentation
Consumer segmentation Personality, Beliefs, Lifestyle, Activities, Media
Category and brand U&A Automotive, Finance, FMCG, Food & Beverages, Pharma, Retail, Telecomms, Travel, plus 43 sub-categories of product data.
Data delivery Desktop software, cloud based data
Operating system PC Windows/Office. Full details in installation guide

Find out more about the The Readership Works and Ipsos.