About emma

The news media industry accredited readership survey is conducted by Ipsos and called ‘emma’ (Enhanced Media Metrics Australia). Ipsos is a global leader in audience solutions and conducts numerous media surveys across the globe, including the National Readership Survey (NRS) in the UK.

Introduced in 2013, emma is designed as a single source media and consumer insights survey with a diverse range of variables including demographics, media consumption, lifestyles, psychographics and a comprehensive range of product and service usage and attitudes. emma data is released monthly, in rolling 12-month databases.

Ipsos surveys over 40,000 Australians aged 14+ per annum using state of the art research techniques for inclusion in the emma database. 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.

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

emma features a number of 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 40,000 per annum
Data release Monthly databases and reports
Recruitment 100% CATI – computer aided telephone interview on both fixed line and mobile
Interview frequency 7 days per week
Methodology Survey online on a smart phone, tablet or computer
Print readership National Newspapers
Metropolitan Newspapers
Regional Newspapers
Community Newspapers
Newspaper Inserted Magazines (NIMs)
Branded Newspaper Sections
Cross platform readership Nielsen Digital Ratings Monthly (DRM)
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 measures MOSAIC geo-demographic segmentation geoTribes 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.