Five highly engaged news media reader categories that deliver extra value for advertisers
Advertisers benefit from higher than average reader engagement
A typical ad campaign across news media reaches 72 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.
Some advertisers see extra value as a result of additional reach to their target. The “High Five” we’ve identified achieve higher than average reach for print readers*1 and those readers are also more likely to be heavy readers*2. 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.
“High Five” ad categories that deliver extra value
- 8.8m Home improvers – Go to DIY stores (+9% extra value)
- 6.5m Explorers – Planning a touring holiday in Australia (+10% extra value)
- 6m Gamblers – Bought a lottery ticket, placed a bet or played pokies (+20% extra value)
- 4.7m Sports fans – Attended a professional sports event or RSL/Sports club (+16% extra value)
- 1.9m Culture club – Attended an art gallery, museum, ballet, classical performance or theatre (+18% extra value)
(See footnote for complete category definitions)
Gamblers deliver 20% extra value
There are 6m gamblers who read news media – that’s a high reach to 93 per cent of all gamblers with 5m of them reading newspapers. On average we would expect 39 per cent (1.97m) of those newspaper readers to be highly engaged, heavy readers*2. However, there are an additional 390,000 gamblers who are heavy readers – that’s 20 per cent higher than average, which means 20% extra value for advertisers.
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 e.g. 59 per cent of WA readers are Home improvers compared to only 52 per cent of the population age 14+; In WA, the advertiser is getting a high hit rate for the advertising dollar.
Note that the charts below show ‘Print’ and ‘Digital ONLY’ readers. Please see the chart footnote for digital news media readers INCLUDING those who read print.
VIC stands out as a state offering a high incidence of heavy readers among Home improvers. QLD is also attractive in that a high 57 per cent of readers are Home improvers – that’s 9 per cent more likely than among the population age 14+*4.
- 26% extra value from highly engaged newspaper readers in VIC
- 59% of WA readers are Home improvers: +12% more likely*4
- 57% of QLD readers are Home improvers : +9% more likely*4
- 58% of national readers are Home improvers: +11% more likely*4
- 4m shop at Bunnings at least every 3 months
While VIC performs very strongly for advertisers in this category too, it’s national newspapers that display the biggest returns – national newspaper readers are 18 per cent more likely to be Explorers than among the population age 14+. So there is a high incidence of Explorers, but it’s also the case that 58 per cent of the national newspaper readers are heavy readers (+49% extra value above and beyond the average).
- 24% extra value from highly engaged newspaper readers in VIC
- 42% of WA readers are Explorers : +10% more likely*4
- 45% of national readers are Explorers : +18% more likely*4
- 7m intend to visit wineries on holiday in the next 12 months
- 3m stayed in a 4 star hotel*5 : +17% more likely*4
- 884k stayed in a caravan*5 : +25% more likely*4
When looking at the Gambling category, strengths run throughout much of news media. WA represents a strong opportunity with 47 per cent of news media readers having gambled in the last month. They’re more engaged in newspapers too (+14% extra value), but it’s VIC that is especially strong in this respect – VIC gamblers who read newspapers offer 35% extra value through heavy reading.
- 35% extra value from highly engaged newspaper readers in VIC
- 47% of WA readers are Gamblers: +37% more likely*4
- 41% of regional readers are Gamblers : +17% more likely*4
- 39% of community print readers are Gamblers: +12% more likely*4
- 4m bought a lottery ticket in the last month
In NSW, 35 per cent of news media readers are Sports fans and they’re highly engaged too (+12% extra value). However, it’s VIC that again delivers the most engaged readers relative to all newspaper readers. VIC provides 34 per cent extra value to the advertiser. In VIC, they get the most out of their newspapers.
- 34% extra value from highly engaged newspaper readers in VIC
- 35% of NSW readers are Sports fans: +28% more likely*4
- 31% of regional readers are Sports fans : +12% more likely*4
- 31% of metro print readers are Sports fans : +12% more likely*4
- 9m went to an RSL/Sports/Other club in the last month
For this category, we again see engagement strength across all states, but it’s VIC that best delivers with 27 per cent extra value. And while Culture club represents 11 per cent of the population, they represent 17 per cent of national newspapers readers. This higher incidence makes national newspaper readers 52 per cent more likely to be Culture club – a big efficiency for advertisers in this category.
- 27% extra value from highly engaged newspaper readers in VIC
- 13% of NSW readers are Culture club: 18% more likely*4
- 12% of VIC readers are Culture club : 11% more likely*4
- 17% of national newspaper readers are Culture club : 52% more likely*4
- 3m went to an art gallery/museum in the last month
Source: emma™ 12 months to April 2017. Readership based on last four weeks. Survey conducted by Ipsos MediaCT, people 14+ ; Nielsen DRM April 2017, People 14+ only.
Analysis definitions :
*1 Higher than average reach is where the incidence of the target audience in the given media is higher than the incidence in the population age 14+. This can also be represented by “More likely” see *4 (below).
*2 Heavy readers read any newspapers at least 30 minutes a day OR read at least 7 issues of any newspaper a week – Expressed as a percentage of all newspaper readers. All newspaper readers = 39%.
*3 Digital ONLY readers represent those news media readers who do not read newspapers – they only read digital news media. An average of 74% of newspaper readers also read digital news media.
*4 “More likely” is target readers (eg Explorers) indexed v Population age 14+ = 100
*5 Accommodation used during domestic holiday in the last 12 months
High Five category (News media readers m/Newspaper readers m/Percentage heavy newspaper readers %) : Home improvers (8.8m/7.2m/43%) : Visit a DIY store at least every 3 months ; Explorers (Australia) (6.5m/5.3m/43%) : Planning a car or wineries touring holiday in Australia in the next 12 months ; Gamblers (6m/5m/47%) : Placed a bet, played pokies, been to a casino or bought a lottery ticket in the last month ; Sports fans (3.9m/3.3m/45%) : Been to an RSL/sporting/other club or a professional sports event/horse racing track in the last month ; Culture Club (1.9m/1.5m/46%) : Been to an art gallery/museum/theatre/ballet/opera/classical performance in the last month.