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Digital news readership climbs to 13.6 million: emma

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Total print news media readership remains stable at 12.1 million, or 66 per cent of the population.

Across print and digital news media, 16.6 million, or 90 per cent of people, read news media, demonstrating that the vast majority of Australians seek out their trusted news, entertainment and information in news media.

Metro newspapers are read by 9.9 million people, or 54 per cent of consumers. Regional and community newspapers are read by 5.8 million people, or one third of the population (32 per cent).

In addition to the industry currency readership data, emma CMV provides valuable insights into Australian consumers’ product purchases, behaviour and attitudes. This data has revealed that news media readers love their sport and are avid fans of AFL, cricket, tennis and rugby league in particular.

News media is read by more than 13 million, or 91 per cent, of the 14.4 million Australians (aged 14+) who watch sport either on TV or live at the event. News media readers are also active participants in some type of sport, with 9.9 million regularly getting involved.

“The emma CMV data shows that the most devoted sports fans are also the most involved, with heavy news media readers indexing the most profoundly against all major sports. News media reaches nine out of every ten sports lovers with many of these readers more heavily engaged in newspapers. Couple this with the credible journalism that Australia’s most trusted media channel3 provides, and that trust positively impacts purchase intent, it has got to be a compelling environment for advertisers looking to reach our sports enthusiasts,” NewsMediaWorks CEO, Peter Miller, said.

This is the sixth month of emma cross-platform readership data to come from Nielsen, in a new strategic collaboration announced in May. Under the new arrangement, Nielsen leads the fusion process that brings together the industry accredited print readership data from Ipsos and Nielsen’s IAB-accredited digital audience data to deliver a total audience readership. Nielsen Consumer & Media View (CMV) is fused to the emma Cross Platform data to provide critical product and attitudinal data.

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 4.9 million readers. The Herald Sun followed, reaching 3.96 million readers and The Daily Telegraph on 3.84 million (see table below).




  1.  emmaTM, 12 months to August 2018. Readership based on last four weeks. Trends compared with 12 months to July 2017. Survey conducted by Ipsos Connect, people 14+, Nielsen Digital Ratings (Monthly), now Nielsen Digital Panel, NDP August 2018, People 14+
  2. Attitudinal and Product analysis emma CMV August 2018
  3. ADTRUST; Galaxy Research online questionnaire, June 2017 (n=2,863 : 2 legs of n=1400 per media) and April 2018 (n=1400 : 1 leg of n=1400 per media) was conducted among a nationally representative sample of Australians aged 18 years and older. View full results at https://newsmediaworks.com.au/research_type/major-reports/


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