RealTime IT News

New Net Rating Service Expected for the Australian Market

IMR Worldwide has announced it will soon be releasing a Net rating service to the Australian Internet industry that will provide what it claims is more genuine demographic user data.

The 'Web Ratings' service is expected to provide true in-site measurement and is acknowledgement of the fact that media buyers and planners are seeking true audience data, which reveals more about the people viewing sites than is currently available.

Speaking at a Looksmart breakfast in Sydney earlier this week, an IMR representative said the company would be releasing a revised version of its Web ratings service, which has been in the market for some 12 months.

The company has since declined to talk further about the product, which is expected to be released within the next two weeks.

Despite the fact that Web sites are turning out to be a popular source for advertising, the Australian market is still lacking specific demographic data which is common to other mediums such as magazines, television and radio. Such data is now available to media buyers and analysts in the US however, from both Media Metrix and Nielsen.

According to Ian Webster, a senior media consultant with Australian Internet research company www.consult, Australia is at least two years away from having advertising revenue volumes to fund a comprehensive service for in-machine monitoring of Web usage habits.

Mark Henning from AC Nielsen said at the breakfast that AC Nielsen was planning to introduce a comprehensive survey service "in the near future". The size of the sample, which may need to be as large as 10,000, will produce a more accurate and representative cross-section of Web users.

Internet World has been told that such a service can cost anywhere from $2 million to $10 million to set up. On top of this, there is also the problem of getting business users involved and providing an incentive to individuals to use such a device.