ThinkNewsBrands is leading a project to integrate Ipsos iris digital audience data for Total News Publishing within Roy Morgan Single Source.
From May 19, Roy Morgan digital measurement data dating back to January 2023 will be replaced with Ipsos iris measurement data for brands or entities within Total News Publishing. This data will be referred to as Roy Morgan iris.
The move to a common digital news publishing source will streamline media planning and create consistency as all advertisers, agencies and publishers will be able to rely on one digital measurement, endorsed by all parties, whether or not they subscribe to Roy Morgan Single Source or Ipsos iris.
This move will give access de-duplicated, total, digital and print audience readership data for Total News Publishing via the Roy Morgan measurement service. Audience market dynamics and year-on-year comparisons will also be accessible.
The integrated audience data measurement results have been independently audited by Milton Data.
ThinkNewsBrands CEO, Vanessa Lyons, said the move was about leveraging the strengths of each research and audience measurement leader while making the media analysis and planning process simpler and more consistent for advertisers, agencies, and publishers.
“Roy Morgan Single Source provides a deep and holistic view of audience behaviour, attitudes and preferences while Ipsos iris data has become the industry endorsed digital audience measure,” she said.
“The move to a common digital news publishing source aims to reduce media planning complexity and confusion for the industry.
“I'd like to thank Roy Morgan, Ipsos Australia, and Milton Data for their expertise and hard work which has enabled this to happen.
Roy Morgan CEO Michele Levine said the integration follows a two-year collaborative process.
“All parties worked rigorously together to ensure the seamless integration of sources, and that the resulting data is precise and reliable,” she said.
“Roy Morgan is pleased to be able to integrate lpsos iris data into our Single Source and will continue to provide the total, multi- format, Total News Publishing audience sizing and profiling in our trusted environment.”
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