New readership metric Enhanced Media Metrics Australia (EMMA) has released its first set of data, with results showing some surprising discrepancies compared with Roy Morgan Research. Data for EMMA is collected independently by Ipsos and is funded by the Australian publishing industry.
B&T has done a comparison of the top magazines, looking at the print and digital audience numbers reported by both EMMA and Roy Morgan for the period July 2012 to June 2013.
Most comparisons saw a large rise in readers using EMMA data over Roy Morgan. The Australian Women’s Weekly was found to have 28.9 per cent more readers using EMMA data compared to Roy Morgan, with the total print/web audience reaching 1.76 million with Morgan and 2.29 million with EMMA. Cosmopolitan’s readership rose 20.4 per cent from 407, 000 readers with Roy Morgan to 490,000 readers with EMMA.
Woman’s Day, New Idea and Cleo all reported significant rises in audience numbers using the new EMMA data. Woman’s Day’s readership rose 9.5 per cent from 1.92 million (Morgan) to 2.11 million (EMMA), New Idea’s readership increased a staggering 46.7 per cent from 1.38 million (Morgan) to 2.03 million (EMMA), and Cleo’s numbers grew by 28.4 per cent from 275,000 (Morgan) to 353,000 (EMMA).
Other monthly magazine results saw Marie Claire’s readership rise 20 per cent from 430,000 (Morgan) to 516,000 (EMMA), Shop Till You Drop rose 36.1 per cent from 122,000 (Morgan) to 166,000 (EMMA), and Vogue Australia rising 32.8 per cent from 332,000 (Morgan) to 441,000 (EMMA). Dolly recorded a 6.8 per cent drop in audience, from 294,000 (Morgan) to 274,000 (EMMA).
Today marks an historic occasion for the media industry. For years, media companies and advertisers have been crying out for a truly accurate measurement of what people are actually consuming across all platforms,” News Corp Australia CEO Julian Clarke reports in a statement.
The data gives unparalleled multi-platform readership and behavioural insights and offers our commercial partners more confidence in their decision making. Critically, it also allows for more granular audience targeting.”
