The emma process creates a rich dataset by fusing its data with the Interactive Advertising Bureau (IAB Australia) – endorsed online audience ratings to provide an accurate and comprehensive view of the entire market. The two independently audited audience measurement systems combine data, delivering greater accuracy for emma subscribers by showing how audiences engage with newspapers and magazines across content

Innovative methods

Respondents are recruited via telephone using Random Digit Dialling (RDD) on both fixed line and mobile and then go on to complete the emma survey online. The emma approach of recruitment via telephone ensures a more accurate population representation than either door to door recruitment or use of pre-existing survey panels both of which have inherent bias in the sample


emma features a number of innovations in the Australian market:- A more in-depth database of all newspaper and magazine formats capturing data across across print, website, mobile and tablet. Emma is unique in that it combines print audience currency with digital audience currency to deliver total audience measurement for news media mastheads. Accurate cross-platform readership estimates are created by fusing

Cross Platform

  Newspaper and magazine publishers have responded to growing needs by investing in websites, m-sites and apps to make the reader experience better than ever.  Advertisers need to know how to navigate this increasingly complex landscape. For the first time in Australia publishers can access reliable information about consumer interaction with their titles across all publishing platforms both print and


  Media consumption habits are undergoing significant and continuing change. Publishers, advertisers and media buyers need new tools which capture the true nature of consumers and their involvement with media. The new metric recognises the need for change and uses technology to help reach more people. The methodology provides flexible completion methods to suit individual lifestyles. The emma methodology allows

Using the data – publishers

The emma survey combined with the DataFriend software provides publishers with data and functionality not previously available in Australia. Publishers have access to: measures of readership for regional and community titles sectional readership of branded newspaper sections consumer engagement by brand across print and digital platforms measures of product categories and brands a contemporary segmentation of the Australian population measures


Fusion is a common statistical technique used to merge the results of separate surveys to create a single integrated dataset. It has been used in media research in Australian since the 1980s to ‘fuse’ TV ratings with the Panorama/CMV database.     The fusion process imputs missing values from existing data by linking two different surveys that may have: different


Ascription is a widely used and widely accepted statistical technique to produce estimates of missing data in research. It allocates responses to non-respondents within the study using the results from similar respondents. The emma survey uses ascription to allocate the responses from 50% of the sample  in the Second Survey (Topline) to those in the Main Survey who did not