The new fused data, which will be based on the most current data in the market, will now be available in late summer/early autumn 2012.
The new database will combine print and online audience figures, enabling sellers, buyers and clients to know the total value of a print brand’s online and offline combined audience for the first time.
The introduction of online audience data represents the most significant development to for the NRS in over 50 years. It is the first full database to include the combined offline and online readership data.
Using a data fusion approach has ensured 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 will be provided by UKOM/Nielsen, the industry accepted source of online data, while RSMB will be responsible for the fusion of the two data sources.
About NRS
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.”
