November 21, 2022

Roy Morgan Enhances Its Weekly And Monthly Digital Audience Measurement And Cross Platform Data

Topic: Press Release, Readership Surveys
Finding No: 9123
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Roy Morgan is the trading currency for publisher’s print readership and cross-platform (print & digital) audiences and releases official audience numbers to market. These numbers are used by publishers to sell advertising space and by media agencies to channel plan marketing campaigns for their clients.

As part of Roy Morgan’s ongoing commitment to delivering the highest quality of data available in market, we are pleased to announce that our digital audience measurement data – available within Roy Morgan Single Source - has been re-engineered from the ground-up to ensure it represents the most accurate view of weekly and monthly digital audience and cross-platform performance and unique audience profiling.

The programme of enhancements has been in development over the last twelve months and is based on client feedback and an exhaustive market review.

With the focus now more than ever on ‘future proofing’ to accommodate the rapidly changing technology and privacy environment, Roy Morgan’s enhanced digital audience data complements the stated position of the World Federation of Advertisers, namely one that is:

  • privacy compliant: opt-in digital panellists to passively collect online behaviour with no re-identification of users
  • future proof: not reliant on cookies, trackers or tags, adapting to changes in browser, platform and operating systems without affecting functionality
  • best-of-breed approach: aggregated and anonymised device data validated against a ‘Single Source’ digital panel for accuracy and scale

Roy Morgan has pioneered a ‘digital calibration engine’ which uses algorithmic fusion to integrate these multiple, independent data sources to estimate the final digital audience data. At the same time, Roy Morgan has collaborated with our existing clients to iterate the development and validate the enhanced data.

Roy Morgan’s digital calibration engine is multi-media aware at its core, with the ability to de-duplicate audiences across not only devices, but also across all other media such as print, terrestrial and streaming TV, radio, outdoor and cinema. This on-going commitment to multi-media measurement through a Single Source framework has been unwavering over the years and this latest enhancement to digital audience data means our agency and media clients continue to have an uninterrupted set of detailed digital and media audience data trends at their fingertips.

Release of the enhanced unique digital audience data will occur in two phases:

  • Phase One: beginning with the September 2022 media release, 28 months of enhanced weekly and monthly digital audience data (from July 2020) for news publishers and financial services sites will be released, enabling like-for-like year on year comparisons.
  • Phase Two: all remaining digital audience and online data will be released to market with the December 2022 media release.

For further information please contact:
Howard Seccombe
Chief Digital Officer

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size Percentage Estimate
40% – 60% 25% or 75% 10% or 90% 5% or 95%
1,000 ±3.0 ±2.7 ±1.9 ±1.3
5,000 ±1.4 ±1.2 ±0.8 ±0.6
7,500 ±1.1 ±1.0 ±0.7 ±0.5
10,000 ±1.0 ±0.9 ±0.6 ±0.4
20,000 ±0.7 ±0.6 ±0.4 ±0.3
50,000 ±0.4 ±0.4 ±0.3 ±0.2

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