Ipsos MediaCT wins Australian readership survey contract

The agency won the business after a three-way pitch against GfK: Mediamark Research & Intelligence and TNS Australia, all of whom were invited to tender for the contract in December 2009.

Mary-Ellen Vincent has been hired by Ipsos to lead the project as managing director.

Newspaper Works CEO Tony Hale said that decision to appoint Ipsos was “unanimous”. He said: “Ipsos has launched 20 readership measurement systems around the world in the last 10 years. They have a thorough understanding of the Australian market and have assembled a strong local and international team.”

The new study will have to vie for attention in the market with Roy Morgan Research, whose long-running readership survey is currently the de facto print currency in Australia.

Roy Morgan did not apply for the Newspaper Works contract and has vowed to continue running its own service despite the competition.