The results of the test should be available for assessment by the NRS in early 2011. If successful, NRS and its stakeholders (the IPA, NPA and PPA) will then decide if the fusion of online audience data onto NRS should become a permanent feature of the Survey.
This would provide the planning, buying and selling communities with a continuous single-source trading currency database of print readership and the online equivalent.
Using a data fusion approach ensures that the Survey’s readership estimates, which will continue to be collected by Ipsos MORI on behalf of the NRS, are not disrupted. The online estimates for the test will be provided by UKOM/Nielsen, the industry-accepted source of online data.
Mike Ironside (pictured), chief executive of the NRS, said: “We’re pleased to announce that as part of our ongoing development programme for the Survey we will be conducting a six-month test to assess the audience’s size and performance of the publishers’ online platforms alongside their print products.
“This test is an intrinsic part of transforming the NRS into a full communication survey, not just one focused on readership. For the first time, the advertising industry will be provided, on a continuous basis, with a trading and planning application, giving a single-screen solution to combine coverage and frequency for both print and online audiences.”
RSMB was appointed to conduct the data fusion test following presentations to the NRS Board from three companies: Ipsos MORI, Nielsen and RSMB. UKOM/Nielsen was selected to supply the data for the test following a pitch against comScore.
Steve Wilcox, Managing Director of RSMB, said: “We’re delighted to have been appointed by the NRS to undertake this important development project and look forward to working with them and with UKOM/Nielsen.”
Nielsen commercial director Ben Mein said: “This tie-up is welcome news for planners and publishers who want to know the elusive combined readership number across print and online. By appointing UKOM/Nielsen, NRS has given its members the very best foundation for achieving this goal by using the industry-approved and most robust online audience data available today.”
About NRS
The NRS says: “NRS Ltd is a non-profit-making, commercial organisation funded by the NPA, PPA and IPA. Its primary role is to provide reliable and professional readership estimates of the number and nature of the people who read Britain’s newspapers and consumer magazines. Currently the survey publishes data for more than 300 newspapers, newspaper supplements and magazines, which together represent the large majority of the UK press advertising market.”
