The National Readership Survey (NRS) is set to begin its trial project fusing online audience data with NRS readership data, having today appointed UKOM/Nielsen to supply the online data.

For the first time, this could provide the planning, buying and selling communities with a continuous single-source database of print readership and the online equivalent.

UKOM, powered by Nielsen data, was selected to supply the online audience numbers for the fusion project, following presentations from comScore and UKOM/Nielsen. UKOM is the cross-industry organisation run by the AOP and IAB, with oversight from ISBA and the IPA.

James Smythe, UKOM General Manager, "UKOM is pleased that the media industry has again chosen Nielsen's online audience data for a project of such strategic and financial importance. This decision underlines the primacy of credibility and quality in audience measurement. Advertisers expect their media investment plans to be backed up... Read More...

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Social Media: Similar behaviours, different reasons

First in a series of thought pieces about consumers' internet behaviour. Much of the focus of social media analysis is the under 30’s, but how are the over 30’s engaging with social networking sites and is 30 really a pivotal discriminator of behaviour in social networking?

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UKOM in the news - June 2010

A huge array of articles, many about our news that the majority of new Internet users in the last year have been over 50. Includes BBC Radio 2, Daily Mail, Telegraph, Guardian, FT, New Statesman, The Economist, Media Week, Marketing, Marketing Week and New Media Age.

Surfers above 50 dominate UK internet audience (New Statesman)

Rise in over 50s surfers fuels online growth (Brandrepublic)

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