Nielsen CMV data will be "fused" with publishers' EMMA data to provide a new metric which merges print data with digital ratings.

A "strategic collaboration" covering the next five years sees the inclusion of Nielsen Consumer & Media View stats with the Emma cross-platform print and digital figures - which include attitudinal, lifestyle and product data - in a new metric to be known as Emma CMV.

Nielsen now has the opportunity to offer print statistics alongside those for other media for the first time

Representing Australia's media industry, The Readership Works says the new collaboration will deliver a "single source of truth". Nielsen now leads the fusion process which brings together Emma data - produced by Ipsos since 2013 - with its own Nielsen's digital audience data, to deliver a total audience readership known as Emma Cross Platform). Nielsen CMV is then fused to this to produce Emma CMV.

Nielsen has previously fused its CMV data with OzTAM TV ratings, CRA radio ratings and the IAB-endorsed Nielsen Digital Ratings, and plans to bring metro print data alongside the existing metro audience data already fused with Nielsen Consumer & Media View.

Nielsen CMV is supported by TV and radio networks, outdoor, magazine and digital publishers, as well as advertisers and agencies.

General manager of The Readership Works Mal Dale says the "evolution" of the Emma metric will "maintain best practice" to meet the needs of the media industry: "It combines the stability of the existing cross platform measurement with the exciting opportunity to integrate more closely with Nielsen's various offerings."

Ipsos will continue to collect the Emma print readership data, which constitutes the currency for magazines and newspapers, including newspaper inserted magazines, branded sections and regional and community newspapers.