ThinkNewsBrands, Roy Morgan and Ipsos join forces to streamline news audience data
Vanessa Lyons: 'The move aims to reduce media planning complexity and confusion for the industry.'
In a major step toward streamlining audience measurement in Australian publishing, ThinkNewsBrands has announced a landmark integration between Roy Morgan’s Single Source and Ipsos iris, the industry-standard for digital news audiences.
One trusted source, two powerhouses
Effective May 19, digital audience data for Total News Publishing, previously sourced by Roy Morgan, will now be derived from Ipsos iris, bringing a unified dataset to both Roy Morgan Single Source and Ipsos iris subscribers.
The integrated data will be known as Roy Morgan iris.
This alignment allows advertisers, media agencies and publishers to access de-duplicated, cross-platform readership figures for digital and print audiences through one trusted, consistent measurement source.
ThinkNewsBrands CEO Vanessa Lyons
Simplifying the sell for advertisers and media buyers
ThinkNewsBrands CEO Vanessa Lyons framed the move as a win for industry clarity: "The move to a common digital news publishing source aims to reduce media planning complexity and confusion for the industry."
By combining Ipsos iris’s digital measurement with Roy Morgan’s deep behavioural and attitudinal insights, media buyers can now work from a single audience narrative, regardless of their platform of choice.
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Market dynamics and year-on-year trends made easier
From now on, year-on-year comparisons, audience profiling and multi-format reach for Total News Publishing will be easier to access via Roy Morgan’s widely used systems.
The consistency will help sharpen campaign planning, reporting, and investment decisions in an increasingly data-driven market.
The integration follows two years of collaboration across the three measurement providers, with data independently audited by Milton Data for accuracy and transparency.
Roy Morgan CEO Michele Levine
Industry leaders weigh in
Roy Morgan CEO Michele Levine said the partnership underscores a joint commitment to precision: “All parties worked rigorously together to ensure the seamless integration of sources, and that the resulting data is precise and reliable.”
Ipsos Australia CEO Simon Wake echoed the sentiment, calling the integration a “very rewarding” process: “We’re glad to provide our data and be part of a partnership that provides greater value to the media industry.”
