Over 10 million Australians (10.1 million), or more than half the population (54 per cent), read both print and digital news media, according to the latest emma (Enhanced Media Metrics Australia) data1 for February 2019, released today.
In total, digital news media is read by 15.7 million Australians2, or 85 per cent of the population and printed newspapers are read by 11.8 million people, or 64 per cent of the population.
Across print and digital platforms, 17.4 million people, or 94 per cent of the population reads news media3.
Metro news media was read by 9.6 million people, or 52 per cent of Australians.
Regional/Community newspapers are read by 5.5 million people (29 per cent of the population).
NewsMediaWorks CEO, Peter Miller, said: “The latest emma data reminds us that readership of news media across channels is robust. More than half the population reads both print and digital news media, demonstrating that both formats appeal and are valued by a large and engaged audience. Authentic, credible and trusted journalism is sought out by readers of news brands and that hasn’t changed.
“News media is the nation’s most trusted media channel for both content and advertising4 and advertisers, too, are seeking trusted environments for their brands and services.”
The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 7.49 million readers. The Daily Telegraph followed, reaching 4.44 million readers and the Herald Sun with 4.13 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.
NDP Figures are not calibrated to DCR for The Advocate (Burnie).
1. emmaTM, Survey conducted by Ipsos Connect, People 14+, 12 months to February 2019. 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 February 2018. NDP, Nielsen Digital Panel, February 2019, People 14+ calibrated to Nielsen Digital Content Ratings (DCR) data for the equivalent period. All readership based on last four weeks.
2. 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
3. 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.