Nielsen’s new panel data reinforces the transparency, popularity and accountability of the Australian digital industry
ninemsn.com.au
Sydney, Australia, Thursday 27th August 2009: Ninemsn's number one position in Australia's online publishing industry was firmly reinforced today with the release of Nielsen's new panel data. Under the new system, ninemsn's audience is now more accurately measured at over
9.7 million people, approximately
27% higher than previously measured, whilst ninemsn's reach has also been revised to
69% of the entire Australian online population, up from 63%.
Today's announcement is the culmination of an 18 month-long collaboration between the IAB and Australia's leading digital entities to deliver a more precise measurement of Australian internet usage. An increased panel size, the inclusion of work usage within home/work users and an upgrade in meter technology has resulted in the home/work online population being more accurately estimated at just over 14 million Australians in July 2009, rather than 12.3 million measured under the old system.
Joe Pollard, ninemsn’s CEO, said: "The internet is considered the most measureable medium and the new panel system really speaks to the transparency, popularity and accountability of our industry. We warmly welcome the new Nielsen panel results – they are more closely aligned to our internally measured data and a far more accurate calculation of ninemsn's audience size and reach.
"The new system also allows advertisers to more accurately compare online audiences with offline now that 'people' is a universal form of measurement and more accurate demographic profiling is available," Ms Pollard said.
Kerry McCabe, ninemsn's Commercial Director, said: "This is a great thing for the Australian online industry and a fantastic first step in creating one unified, reliable measurement system for all. The new panel data is further verification of the attractiveness of the digital industry as an advertising choice and we’re delighted with ninemsn’s revised results."
The new Nielsen panel also provides a more accurate audience measurement for ninemsn’s Windows Live Hotmail, Windows Live Messenger and Bing.
4.6 million Australian's are estimated to access Hotmail from home and work each month, approximately
56% higher than the audience numbers measured under the old panel, and
5.4 million Australian's are estimated to access Messenger each month, approximately
37% higher.
Similarly for Bing, Australia's newest search engine has a more accurately estimated audience of nearly
3.2 million Australian's each month,
34% higher than measured under the old Nielsen panel.
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