ThinkNewsBrands retiring emma surveys to launch new readership metric

ThinkNewsBrands retiring emma surveys to launch new readership metric

ThinkNewsBrands has confirmed it will retire Enhanced Media Metrics Australia (emma) quarterly audience surveys, conducted by IPSOS, from 1st July.

statement released by ThinkNewsBrands announced the company will now partner with Melbourne-based data firm, Roy Morgan, to introduce a single, unified readership metric. The new metric will be called Total News and will release quarterly readership data, with the first set scheduled for August. 

According to ThinkNewsBrands' statement, Total News metric will "bring clarity to the industry as all advertisers, agencies and publishers will now rely on one measurement, approved and used by all parties". Existing emma users will retain access to historical data to conduct comparative analysis where required.

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