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Why should anyone be interested the latest report of EMMA, the Enhanced Media Matrix Australia? The answer could be a wishful thinking and the necessity of future. We are probably at the right point to leap forward. Today, in complexly fragmented multi-title and multi-screen media engagement, a study like EMMA, the cross-platform audience insight survey makes ample sense. There is chaos and as truly Indians we have adapted to the situation of mistrust of data. A rival rebel league is definitely into making as a section cries for relevant data. In TV mapping, BARC is already talking of multi-screen measurement. It is absolutely the right time for a disruptive jump.
For the uninitiated, EMMA surveys “54,000 people in a year, seven days a week using sophisticated techniques”. For the survey part it uses a mix of 90% Computer Aided Phone Interview (CATI), 10% Computer Aided Personal Interviews (CAPI) and supplements with 8% door-to-door.
EMMA measures readership across print, website, mobile and tablet. It covers AIR, Average Day of week readership, Reach and frequency data, cross platform audience for major newspaper and magazines and Newspaper inserted magazines. Additionally and interestingly it captures branded sectional data within the newspaper and provides contemporary segmentation and insights into 40 product categories down to brand level. Taking it a step further it covers Media Engagement data (Media Consumption and media most useful), Print engagement (Source, Loyalty, Motivation connection and action) and Demographics including Geo-demographics Segmentation.
It covers 600 newspapers and magazines including 250 regional titles. The media fraternity in Australia sees it as an enabler for the advertisers and the media agencies to project a more realistic current size and profile of readers. It provides a Monthly report and uses a quarterly databases to project.
The game of such readership or cross media matrixes is all about transparency and independence, rigour of methodology, collaborative efforts, dedicated unbiased body, better & deeper insights, industry acceptance, keeping pace with the change in media matrixes, support of Industry bodies and confirmed delivery on committed frequency. Seems like too many variables but who said it will be easy. These are essential for any new report sustainability.
To battle the disputes and allow publications selective inclusion in the report, EMMA entertains new request for title inclusion in a quarterly cycle. Interestingly, the way out to publication is also open and transparent. A running title can request being dropped from EMMA coverage by providing a six-month notice along with an explanation, but EMMA can elect to continue measuring a title despite having received a publisher request to withdraw from the measurement. I personally like this simple framework.
Independent Research Company ‘Ipsos MediaCT’ (IPSOS) developed the EMMA report in Australia. They have experience of conducting surveys in 40 other countries. This EMMA report is not too old or a very recent development. Work on it started with the contract awarded by The Readership Works (TRW) in 2010. The first report was out in 2013 and the current report reflects a continuum of 18 months data with trends and comparative data.
It is interesting to note that the first report of EMMA in 2013 showed huge surge in newspaper readership compared to the earlier ‘Roy Morgan’ reports. It resulted in news captions like ‘Time to fix buyer’s distorted views of newspaper’ and ‘Publication giants swoon over EMMA data’. But it had strong support of publishers who believed in the process and that the data was just few reports away from stabilising. Somehow we find this kind of trust missing in our part of the world.
TRW and Ipsos created EMMA with the sole aim to help advertisers make fast decisions with greater accuracy. It in process consulted with leading industry bodies like Media federation of Australia (MFA), Magazine Publishers of Australia (MPA), Australian Association of National Advertisers (AANA) and leading researcher & experts. Wish for an Indian game unveiled in some time cannot be just a dream.
EMMA is delivered on a pre-defined release timetable. The dates for reports delivered over a Desktop software and cloud till Oct 2015 ares already announced. This predictability has been missing in Indian readership reports.
For the cross media matrix to become a reality, we need someone with initiative and passion and belief. A wishful thinking. We are united in our division.
But, if it was to somehow happen, the industry will benefit. It will be a leap forward. It would allow media agencies & planners to provide highly effective and efficient media investment plans for their clients. And efficient planning always favours the industry by enhancing belief and an urge to increase investment. Something the print industry needs at this stage
First published in MXMINDIA.COM in the Wednesday column KOTMARTIAL
