Media buyers divided on News Corp’s pull from AMAA audit

Original article by Zoe Samios
Mumbrella – Page: Online : 13-Dec-17

Nunn Media MD Chris Walton and Tom Rankin of 303MullenLowe are among media agency executives to have criticised News Corp Australia’s decision to withdraw its newspapers from the Audited Media Association of Australia’s circulation audit. Meanwhile, Roy Morgan CEO Michele Levine says there is a need for an independent research body to measure media. "I’m sure the AMAA will be described as unnecessary expenditure. But it comes at a time when advertisers and their agencies are crying out for truth and accuracy in measurement," Levine said. "The time for media and their industry bodies (OzTAM, EMMA etc) measuring themselves is fast drawing to an end. The confluence of digital media, outdoor, direct, point of sale and traditional media means more than ever advertisers and their agencies want , and need, a single source of truth – not media’s own claims or industry’s own claims."

CORPORATES
NEWS CORP AUSTRALIA PTY LTD, NEWS CORPORATION – ASX NWS, AUDITED MEDIA ASSOCIATION OF AUSTRALIA LIMITED, ROY MORGAN LIMITED, NUNN MEDIA PTY LTD, 303 MULLENROWE, HAVAS MEDIA PTY LTD, PHD GROUP PTY LTD

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