A total of 17.6 million Australians, or 95 per cent of the population, read news media, an increase of 158,000 readers from the month prior, according to the latest emma (Enhanced Media Metrics Australia) data1 for March 2019, released today.
Digital news media led the growth, rising to 16.1 million Australians2, or 87 per cent of the population. Print news media is read by 11.8 million people, or 64 per cent of the population.
Across print and digital platforms, 10.3 million people, or 56 per cent of the population reads news media3.
Metro news media is read by 9.6 million people, or 52 per cent of Australians.
Regional/Community news media is read by 5.4 million people, or 29 per cent of the population.
NewsMediaWorks CEO, Peter Miller, said: “The latest emma figures confirm that the news media industry is growing its large and engaged readership base as more Australians seek out trusted, credible and independent journalism. Trust can not be underestimated when it comes to media choices, for both readers and advertisers. News media is the nation’s most trusted media channel for both content and advertising4 and that is irrefutable.”
The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 8.02 million readers. The Age followed, reaching 4.42 million readers and the Daily Telegraph with 4.24 million (see table below).
· The digital audience numbers in the above TAR are reported only if they meet the sample size thresholds agreed between Nielsen and TRW.
· The following titles have dropped below the sample size threshold and are missing in the March ’19 TAR: GQ, Home Beautiful, Just Cars, PC & Tech Authority, Queensland Country Life, The Standard, Vogue Living
· The following titles were below the threshold in the February ’19 report but are now appearing in the March ’19 report: Men’s Health, The Monthly, The Saturday Paper, The Senior
· NDP Figures are not calibrated to DCR for the Bendigo Advertiser, The Border Mail, The Advocate (Burnie) and The Daily Advertiser.
1. emmaTM, Survey conducted by Ipsos Connect, People 14+, 12 months ending March 2019, 14+ Nielsen Digital Panel data calibrated to Digital Content Ratings March 2019.
2. Print Readership based on last four weeks with the exception of minor regional titles which are based on Average Issue Readership. Trends compared with 12 months to March 2018. NDP, Nielsen Digital Panel, March 2019, People 14+ calibrated to Nielsen Digital Content Ratings (DCR) data for the equivalent period. All readership based on last four weeks.
3. The digital unique audience figures in this report are not DCR currency. Nielsen makes every effort to align the NDP digital numbers with DCR but they will not be exactly the same due to the following reasons:
a) A technique known as soft calibration is used to align NDP with tagged websites in DCR – complete alignment isn’t possible due to the number of websites involved
b) There is a difference in the universe between the two products; DCR is 13+ and emma-CMV is 14+
c) The calibration process used to align NDP with DCR uses text for the targets and not video
The calibration of NDP Digital audience to DCR represents a change in methodology and therefore a trend break that renders year on year comparisons invalid for digital news media and total audience. The break will last until October 2019. Print is unaffected.
4. ADTRUST; AdTrust Wave 3 research IPSOS Connect November 2018: Online questionnaire: n= 2503 Australians aged 18+ Nationally representative.