Prior to the monthly roll-out, the first data from the Enhanced Media Metrics (emma) will be released on 19 August and will contain a more in-depth database of all newspaper and magazine formats capturing data across print, website, mobile and tablet.

The data fuses Nielsen Online Ratings data with the emmaTM survey and survey techniques utilised to interview 54,000 people a year, seven days a week. In addition, there will be readership data on individual branded sections of newspapers.

Emma will also use a contemporary segmentation of the Australian population with 10 new consumer segments identified and insights into brand and product consumer behaviour.