NRS to run data fusion test with UKOM and Nielsen

The National Readership Survey (NRS) has appointed research specialist RSMB and UKOM/Nielsen to conduct a trial fusion of online audience data.

This trial will consist of measuring the audience and performance of publishers’ online publications alongside their printed ones.

Mike Ironside, 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.”

The results of the test should be available for assessment in early 2011. If the test is deemed successful, the NRS will then decide if this fusion should become a permanent feature.

By using the approach of ‘data fusion’, this ensures that the NRS’ readership estimates aren’t disrupted. The online estimates will be provided by UKOM/Nielsen, following a pitch against comScore. The printed estimates will continue to be collected by Ipsos MORI on behalf of the NRS.

RSMB was chosen to conduct the data fusion test, despite competition from Ipsos and Nielsen. 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 added: “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.”