News media read by 92pc of Australians: emma

News media read by 92pc of Australians: emma

 News media was read by 16.7 million of the adult population in print and on digital devices in May, with newspaper readership remaining steady at 76 per cent (13.7 million people) of the population, according to the latest emma data released today.

On digital devices (smartphone, tablet, laptop or PC), 13.1 million people are reading news media – equal to 72 per cent of consumers, while more than 11.3 million people, or 63 per cent of consumers aged 14 years and over, read a metro newspaper in the past month.

The total audience for news media represents 92 per cent of Australians.

The latest data shows that newspapers continue to influence purchasing behaviour, with one in four consumers aged 14 years and over turning to newspapers to make holiday plans, while 23 per cent of the adult population seek out newspapers when they are buying a vehicle or real estate.

Additionally, 2.4 million consumers cite newspapers as the go-to media for financial services information.

NewsMediaWorks chief executive Mark Hollands said news media continued to offer a high-reach and highly engaged channel for advertisers.

“The consistent readership figures show consumer loyalty for our news products across all platforms,” Mr Hollands said.

“Our journalism creates a level of engagement for advertisers that other channels cannot match. Readers are consistently earning above the average wage and are a compelling audience to reach.”

emma cross platform readership (000s, last four weeks) May-16
Sydney Morning Herald / 6192
Herald Sun / 4480
Daily Telegraph / 4425
The Age / 3606
The Australian / 3435
Courier-Mail / 2979
Financial Review / 1782
Adelaide Advertiser / 1694
West Australian /^ 1633
Sunday Times / 1503
Canberra Times / 910
Gold Coast Bulletin / 564
Sunshine Coast Daily / 527
Mercury (Tas) / 407
Newcastle Herald / 325

According to the emma data for the 12 months to May 2016, The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 6.19 million readers.

The Herald Sun followed on 4.48 million, then The Daily Telegraph with 4.43 million readers. 

^NB: With the recent release of Nielsen’s Digital Ratings (Monthly),’s mobile and tablet audience is under-represented. This is a result of restrictions in Nielsen’s methodology being able to capture iOS mobile secure sessions (HTTPS) due to privacy restrictions inherent to the operating system. This gap will be addressed by Nielsen with the launch of Digital Content Ratings in the coming months.

* Source: emmaTM, 12 months to May 2016. Readership based on last four weeks. Trends compared with 12 months to May 2015. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Digital Ratings (Monthly), May 2016. The emma data for the 12 months to May 2016 includes the new Nielsen Digital Ratings Monthly (DRM). This replaces the previous digital currency, Nielsen Online Ratings (NOR). Due to this change of methodology, there is a trend break in the data that means digital audience comparisons to previous periods are not valid.

For more news from NewsMediaWorks, click here.

Leave a comment