INDEPENDENT NEWS

Online Publishers Address Audience Measurement

Published: Tue 13 Nov 2001 03:42 PM
CAANZ and Online Publishers Address Audience Measurement Standards
CAANZ 09 303 0435
WWW.CAANZ.CO.NZ
12 November 2001
Media Release
CAANZ and Online Publishers Address Audience Measurement Standards
CAANZ has embarked on a project with the nzherald.co.nz, nzoom, Stuff, Xtra/MSN and The Internet Bureau to develop an industry standard for online audience measurement as part of an initiative launched earlier in the year by the CAANZ Media Committee.
According to CAANZ Executive Director, Lynne Clifton this is a major initiative this year for the Media Committee. It is also an essential step for online to be recognised as an established mainstream advertising media. “In many ways what we are going through now with online is what radio went through 10 -15 years ago in reaching a pan-industry agreement on measurement standards”, said Clifton.
Comprehensive top level demographic and media consumption information about New Zealand Internet users is already available through Nielsen NetWatch, however there is also a requirement for reliable information about the online publication audiences. Currently there are so many different measurement and rating systems being used to measure online audience activity that there is a lot of confusion over which numbers are right.
The major online publishers have taken an active role in working with CAANZ to develop an audience measurement standard, which is a very positive move.
The publishers are also working with CAANZ to resolve the impact of the ACNielsen’s NetRatings service support for New Zealand being moved to Australia. The major concerns for the industry are the maintenance of the current “at home” panel and the establishment of a “business / at work” panel. Other services provide ranking or site traffic information, however demographic information is seen as an important ingredient for online media buyers just as it is for TV, radio, newspapers and other traditional media. The publishers and CAANZ believe that rankings and categorisation alone cannot provide enough information for robust media buying decisions.
Contacts
Lynne Clifton – Executive Director CAANZ 09-3030435

Next in Business, Science, and Tech

Australian bushfires continue to blaze – Expert Reaction
By: Science Media Centre
Higher retail consumption lifts GDP
By: Statistics New Zealand
Fairer pay with minimum wage rise for quarter of a million
By: New Zealand Government
Tourism and Environment: Pristine, popular... imperilled?
By: Parliamentary Commissioner For The Environment
Gordon Campbell on the Aussie bush fires and Suleimani
By: Gordon Campbell
Bushfire Crisis: Climate Politics Turning Point Aus Needs?
By: The Conversation
Scott Morrison: the bushfires demand a climate policy reboot
By: The Conversation
Incendiary Extinctions: Australian Fires
By: Binoy Kampmark
Aussie bushfire smoke reaches NZ – update 2nd Jan 2020
By: NIWA
2019 NZ's fourth warmest year on record - Expert Reaction
By: Science Media Centre
2019 second hottest year on record, UN confirms
By: UN News
Fossil Fuel Companies Called On To Foot Australia Fires Bill
By: Eoin Higgins
GDP growth reflects a strong economy
By: New Zealand Government
NZ in ‘GDP per person recession’ under Labour
By: New Zealand National Party
View as: DESKTOP | MOBILEWe're in BETA! Send Feedback © Scoop Media