Engaged regional newspaper readers deliver advertisers extra value

There are 3.1m readers of regional newspapers. LANCE CLATWORTHY uncovers 4 ad categories that are over represented among readers and they’re often heavy newspaper readers too. That means advertisers get more of them and get more value through extra engagement.

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Highly engaged regional newspaper readers that deliver extra value for four ad categories

A typical ad campaign across news media reaches 70 per cent of the population who read newspapers and 70 per cent of the population through digital news media. As some read both, news media delivers a total reach of 90 per cent of Australians aged over 14.

Advertisers benefit from higher than average reader engagement

Some advertisers see extra value as a result of additional reach to their target. The “Fab Four” we’ve identified achieve higher than average reach for print readers and those readers are also more likely to be heavy readers*1.  Advertisers benefit from “extra value” because these readers are more highly engaged than the average and accordingly they are more likely to see an ad that’s relevant to them.

“Fab Four” ad categories delivering extra value for advertisers in regional newspapers

  • 1.75m Home improvers – Shop at hardware stores (+10% extra value)
  • 1.25m Gamblers – Bought a lottery ticket, placed a bet, played pokies or visited a casino (+24% extra value)
  • 1.05m Explorers – Planning a touring holiday in Australia (+18% extra value)
  • 848k RSL/Sports club goers – Go to a RSL/Sports club (+22% extra value)

(See Category definitions for more detail)

 

Gamblers deliver 24% extra value

There are 1.25m gamblers who read regional newspapers – that’s two out of every five readers. On average we would expect 35 per cent (436,000) of those newspaper readers to be highly engaged, heavy readers*1. However, there are an additional 105,000 gamblers who are heavy readers – that’s 24 per cent higher than average, which means 24% extra value for advertisers.

On the same basis, we see extra value when targeting Home improvers (+10%), Explorers (+18%) and RSL/Sports club goers (+22%).

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Where’s the biggest benefit for advertisers?

In addition to the extra value described above, we can acknowledge areas where advertisers benefit from reach above and beyond the average reach eg 67 per cent of regional newspaper readers in WA are Home improvers. This compares to only 51 per cent of the population aged 14+; In WA, the advertiser is getting a higher hit rate for the advertising dollar.

 

Home improvers

VIC stands out as a state offering a high incidence of heavy readers among Home improvers. On the other hand, WA offers some extra value in terms of heavy readers, but is especially attractive in that a high 67 per cent of regional newspaper readers are Home improvers – that’s 33 per cent more likely than among the population age 14+.*2

  • 56% of regional newspaper readers : +12% more likely*2
  • +10% extra value from highly engaged newspaper readers*1
  • +37% extra value from highly engaged newspaper readers in VIC*1
  • 67% of regional newspaper readers in WA : +33% more likely*2
  • All states have a higher incidence of Home improvers in the population aged 14+ (51%)*2
  • +18% more likely to be to be in the top 20 per cent of spenders on dwelling repairs and maintenance*4
  • Regional paper readers (1.75m) = 1080k Light/Medium newspaper readers; 614k Heavy newspaper readers @ 35% average; 59k Heavy newspaper readers (Extra value). Home improvers penetration of population aged 14+ = 51%.
  • Note that limited sample sizes prevent this analysis for SA, NT, TAS and ACT.

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Gamblers

When looking at the Gambling category, strengths run throughout much of regional newspapers. WA represents a strong opportunity with 50 per cent of readers having gambled in the last month. They’re more engaged in newspapers too (+18% extra value), but it’s VIC that is especially strong in this respect – compared to the average newspaper readers, for VIC gamblers, regional newspaper readers are 61 per cent more heavy readers – 61% extra value.

  • 40% of regional newspaper readers : +14% more likely*2
  • +24% extra value from highly engaged newspaper readers*1
  • +61% extra value from highly engaged newspaper readers in VIC*1
  • 50% of regional newspaper readers in WA : +42% more likely*2
  • All states have a higher incidence of Gamblers in the population aged 14+ (35%)*2
  • Regional newspaper readers are 26% more likely to have played the pokies in the last month*3
  • Regional paper readers (1.25m) = 704k Light/Medium newspaper readers; 436k Heavy newspaper readers @ 35% average; 105k Heavy newspaper readers (Extra value). Gamblers penetration of population aged 14+ = 35%.
  • Note that limited sample sizes prevent this analysis for SA, NT, TAS and ACT.

INFOGRAPHIC_FAB 4_CHART 4

 

Explorers

VIC and WA particularly stand out for advertisers targeting Explorers.

  • 34% of regional newspaper readers : +6% more likely*2
  • +18% extra value from highly engaged newspaper readers*1
  • +46% extra value from highly engaged newspaper readers in VIC*1
  • +21% extra value from highly engaged newspaper readers in WA*1
  • Regional newspaper readers are +11% more likely to be going to concerts/theatre/cinema when on holiday*3
  • Regional newspaper readers are +10% more likely to have used a caravan site in the last 12 months*3
  • Regional paper readers (1.05m) = 613k Light/Medium newspaper readers; 366k Heavy newspaper readers @ 35% average; 67k Heavy newspaper readers (Extra value). Explorers penetration of population aged 14+ = 32%.
  • Note that limited sample sizes prevent this analysis for SA, NT, TAS and ACT.

RSL/Sports club goers

For this ad category, strengths are evident across regional newspaper readers in all states.

  • 27% of regional newspaper readers : +14% more likely*2
  • +22% extra value from highly engaged newspaper readers*1
  • +54% extra value from highly engaged newspaper readers in VIC*1
  • +20% extra value from highly engaged newspaper readers in WA*1
  • +17% more likely to bought a drink at an RSL/Sports club in the last month*4
  • Regional paper readers (0.85m) = 487k Light/Medium newspaper readers; 297k Heavy newspaper readers @ 35% average; 64k Heavy newspaper readers (Extra value). RSL/Sports club goers penetration of population aged 14+ = 24%.
  • Note that limited sample sizes prevent this analysis for SA, NT, TAS and ACT.

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Extra reach & extra value

Regional newspapers are especially attractive for advertisers targeting the “Fab Four” categories – Compared to the population, the advertising dollar captures a high incidence of the target and they’re highly engaged in newspapers too – they’re more likely to see an ad thats relevant to them.

Source: emma™ 12 months to Aug 2017. Readership based on last four weeks. Survey conducted by Ipsos MediaCT, people 14+ ; Nielsen DRM Aug 2017, People 14+ only. *1 Heavy readers read any newspapers at least 30 minutes a day OR read at least 7 issues of any newspaper a week. All newspaper readers have an average 35% heavy readers ; 43.4% heavy readers among gamblers is therefore 24% Extra Value. Where indexed represents Percentage of Regional newspaper readers in that category who are heavy readers v Percentage of Aged 14+ Newspaper readers who are heavy readers = 100 ix. *2 Indexed Percentage of Regional newspaper readers who are in the given category v Percentage of Aged 14+ who are in the category. *3 Indexed All Regional newspaper readers (not only those in that category) v Aged 14+ = 100 ix. *4 Indexed All Regional newspaper readers in top 20% of spenders v Aged 14+ = 100 ix (ABS Household Expenditure Study). *5 Percentage of Regional readers who are in the category. When displayed at the State level, state values have been rounded but unrounded numbers are in the aggregate State totals. Category definitions : Fab Four target (Regional newspaper readers k/Percentage heavy newspaper readers %) : Home improvers (1.75m/38%) : Shopped at a hardware store in the last month ; Gamblers (1.25m/43%) : Placed a bet, played pokies, been to a casino or bought a lottery ticket in the last month ; Explorers (1.05m/41%) : Planning a car touring holiday in Australia in the next 12 months ; RSL/Sports bar goers (848k/43%) : Been to an RSL/sporting/other club in the last month.

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