emma logo


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

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

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.

emma will enable advertisers and media agencies to paint richer, more contemporary consumer portraits with total confidence in the data. To find out more about emma go to the emma website.

The new measurement survey has been developed by independent research company Ipsos MediaCT, global leaders in local audience measurement. Ipsos conducts national audience surveys and is the official measurement system in 41 countries including the UK, Italy and France. Ipsos was appointed following a tender conducted by The Readership Works in 2010 and has since built the new survey and collected 18 months worth of data to provide the industry with trends and comparative data.

To ensure the industry’s needs are met and exceeded throughout this development period, The Readership Works (TRW) and Ipsos have consulted extensively with industry bodies including the Media Federation of Australia (MFA), which sits on the TRW board and technical committee, Magazine Publishers of Australia (MPA) and the Australian Association of National Advertisers (AANA). Leading media research industry experts, including Ian Muir and Sol Lebovic and independent auditor Dr Rob Hall, have also been consulted from the outset.

Media Federation of Australia (MFA) CEO Sophie Madden said: “We welcome the launch of this eagerly anticipated readership survey. We applaud the transparency, rigour and collaborative approach taken by The Readership Works during the development of the new service. The introduction of seven days a week interviewing and using rich online data collection techniques will produce data that allows media agencies to better plan and execute newspaper and magazine investments on behalf of their clients.”

The Readership Works General Manager Mal Dale said: “Media agencies and advertisers have been calling for cross-platform accountability and greater accuracy, transparency and frequency of data. The publishing industry has listened and emma is about to deliver.”

Ipsos MediaCT Managing Director Simon Wake added: “emma will offer a number of advanced innovations and enhancements, providing a more complete picture of how people read and engage with newspapers and magazines across platforms.

“We’ve taken the learnings from our surveys around the world and created an Australian survey that gives the industry a far richer insight into audiences and readership.”