Data has become increasingly important to almost every industry in recent years, but for the media industry, it has been a crucial currency for decades.

Recommendations are made on data. Investment decisions are made on data. Careers are built on data. Simply put, the industry is led by data.

Because of this, ThinkNewsBrands has always been a data-led business. We share insights and research that prove the impact of news, whether that’s on reach, brand safety, engagement or trust.

We know how powerful news is, so we’re always willing to let the data do the talking.

And so, one of our main objectives is to ensure the industry’s access to Total News Publishing data is easy and that it’s easy to use.
 

The challenge we identified

For a while however, the industry has been telling us that things could be easier and simpler. The issue being that there are two digital news publishing sources being used in market – Roy Morgan Single Source and Ipsos iris.

While both sources are high quality, challenges exist because different advertisers, agencies and publishers use different sources, making analysis trickier.

As Director of Strategy & Research at Pearman Media, Steve Allen told me, “I’ve seen it happen, having two different data sources can create a schism because people end up asking, which is right? Which is the one to use?”

So, we decided to do something about it.
 

Creating a common digital measurement

Approximately two years ago, we set out to address the industry’s calls for clarity and consistency.

Working with Roy Morgan and Ipsos Australia, we began a project to create a common digital news publishing source by including Ipsos Iris digital audience measurement data, for Total News Publishing, within the Roy Morgan measurement system. 

Our aim was to create a common digital measurement, that advertisers, agencies and publishers could rely on, irrespective of which system they subscribe to.

And so, from the 19th of May, Roy Morgan digital data, dating back (in most cases) to January 2023, has been replaced with Ipsos iris audience data for brands or entities within Total News Publishing. This data is referred to as Roy Morgan iris.
 

How this integration project will benefit you

The integration will provide the market with one common, consistent measure that they can trust and work from. The industry will also be able to access optimised, de-duplicated, multi-format audience data for Total News Publishing, as well as digital and print data, all via Roy Morgan Single Source, reducing complexity.

Our intention is that this will make media analysis and planning easier for advertisers, agencies and publishers, and the feedback we’ve received so far suggests it will.

Executive Director - Media and Data at Spinach Advertising, Ben Willee, said “anything that helps cut through the complexity and makes planning easier is a win for everyone. I’m looking forward to getting into the detail.”

Steve Allen said, “to have the Ipsos data fused and available within the highly functional Roy Morgan Single Source platform is going to really support decision making. Integrating within Roy Morgan is a massive step forward as myriad consumer purchase, intention, activity, attitudes, segmentation tools, social, and extensive demographic data makes it truly valuable and useful to strategise, plan, and buy Total News Media… I can only imagine other media types, owners and peak bodies, will be looking at this and thinking they should do the same.”

Additionally, this arrangement leverages the strengths of each research and measurement company. Roy Morgan will continue to manage the total, multi-format audience sizing and profiling for Total News Publishing, providing a deep and holistic view of audience behaviour, attitudes and preferences, while Ipsos Australia contributes the digital audience measure which has become the industry preference.
 

A two-year rigorous and collaborative process

The integration process has been thorough, rigorous and methodical, requiring a concerted effort by all involved. I’d like to thank Roy Morgan and Ipsos Australia for their expertise, collaborative spirit and hard work which has enabled this to happen.

I’d also like to thank Milton Data who has acted as the external project auditor, verifying the Ipsos iris digital audience estimates were correctly integrated by Roy Morgan. As the auditor of the Total News Publishing currency, Milton Data will continue to ensure the operating standards agreed with Roy Morgan are maintained.

As the new data regime rolls out, we’ll continue to check in with the industry to ensure it has what it needs.

If you’re an advertiser or a media planner and you’d like to know more about how Total News Publishing can create success for your brand just get in touch with us.

The data has never been clearer, more consistent or easier to use, and it tells a great story about the power of Total News Publishing.