Luisa Dalli, Elena Giannini, and Katy Eng. Image: MFA/ Roy Morgan
The Media Federation of Australia’s Diversity, Equity & Inclusion Advisory Council has partnered with Roy Morgan to overhaul how audience data reflects Australia's population.
The initiative introduces new questions to Roy Morgan’s Single Source survey, capturing information on cultural background, health conditions and neurodiversity, marking a shift in how the industry profiles Australian audiences.
Additional data on cultural and language media preferences will follow later this year.
The project was led by MFA DE&I Council members Elena Giannini, Katy Eng and Luisa Dalli, with support from MFA board directors Imogen Hewitt and Aimee Buchanan, who helped broker the partnership.
“This initiative is an excellent demonstration of our industry purpose of We Are The Changers. By making sure our media data includes everyone, we’re giving advertisers the tools to create campaigns that speak to all Australians,” said Dalli.
Roy Morgan CEO Michele Levine said the research firm was proud to be working with the MFA, calling the initiative “a critical first step” towards better representation.
“Our decision to invest in returning to face-to-face addressed-based interviewing as part of our Single Source framework makes it possible to ensure hard-to-reach and diverse populations are adequately represented,” she said.
“We’re also opening up deeper access to our data and introducing more nuanced questions,” added Levine.
“This empowers advertisers to identify, reach, and meaningfully engage with Australia’s rich mix of communities and subgroups, using the right channels, in the right ways.”
OMG diverse national head, Katy Eng, said the work “signals that diversity profoundly impacts media and creativity,” while Giannini added that the project showed how “real change takes collaboration, dedication and hustle.”
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