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16.8m Australians consume news media: emma

News media is read by 93 per cent of the adult population in print and on digital devices, with 76 per cent of people reading a newspaper, according to the latest emmaTM (Enhanced Media Metrics Australia) data* released today. Newspapers remained steady, reaching 13.7 million of the population. In addition, 11.3 million people, or 63 per...

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News media is read by 93 per cent of the adult population in print and on digital devices, with 76 per cent of people reading a newspaper, according to the latest emmaTM (Enhanced Media Metrics Australia) data* released today.

Newspapers remained steady, reaching 13.7 million of the population. In addition, 11.3 million people, or 63 per cent of the population, read a metro newspaper in the past four weeks.

Digital audiences continue to grow with 13.2 million people accessing news media content on laptops/PCs, smartphones and tablets during April.

The total audience for news media is steady at 16.8 million, or 93 per cent of Australians.

The emma data reveals news media advertising campaigns help companies engage with decision makers across key categories. For example, 79 per cent read a newspaper in the last four weeks and eight in 10 household finance decision-makers read a newspaper last month.

Some 11.8 million newspaper readers are responsible for selecting their household’s telecommunications provider, while 11.3 million chose their household’s utility provider.

NewsMediaWorks chief executive Mark Hollands said news publishers continued to deliver quality audiences, such as key household decision makers.

“News media delivers the large, quality audiences that advertisers seek, particularly when it comes to household decision makers in the key categories of grocery, telecommunications, finance and utilities. News media successfully connects advertisers to audiences and influences their decision making,” Mr Hollands said.

Metropolitan titles continue to dominate the news media sector, reaching 63 per cent of the population, or 11.3 million print readers. Regional newspapers reach 3.4 million readers (19 per cent) while national titles delivered a combined print audience of 2.37 million.

According to the emma data for the 12 months to April 2016, The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.96 million readers. The Daily Telegraph followed, reaching 4.39 million readers and the Herald Sun on 4.4 million. 

emma cross platform readership (000s, last four weeks)*April 2016
Sydney Morning Herald / smh.com.au5967
Daily Telegraph / thetelegraph.com.au4391
Herald Sun / heraldsun.com.au4403
The Age / theage.com.au3558
The Australian / theaustralian.com.au3305
Courier-Mail / couriermail.com.au3075
West Australian / thewest.com.au ^1745
Adelaide Advertiser /AdelaideNow.com.au1742
Financial Review / afr.com.au1679
Sunday Times / perthnow.com.au1374
Canberra Times / canberratimes.com.au846
Gold Coast Bulletin / goldcoast.com.au534
Sunshine Coast Daily / sunshinecoastdaily.com.au446
Mercury (Tas) / themercury.com.au315
Newcastle Herald/ theherald.com.au324

 ^NB: With the recent release of Nielsen’s Digital Ratings (Monthly), thewest.com.au’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 April 2016. Readership based on last four weeks. Trends compared with 12 months to April 2015. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Digital Ratings (Monthly), April 2016. The emma data for the 12 months to April 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.

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