Total cross platform readership for Australia’s news media sector continued to remain stable in April, reaching 16.5 million or 90 per cent of the population (aged 14+).
Newspapers are read by 12.4 million people each month, or 67 per cent of Australians. Digital audiences, who consume news media on devices such as smartphones, tablets and laptops, rose by 2 per cent to 13.4 million, or 73 per cent of the population.
Metro newspapers were read by 10.2 million people, or 55 per cent of consumers, over the same period. Regional and community news media brands are read by 6.4 million people, more than one third of the population (35 per cent).
Fake news and breaches of data privacy have prompted consumers to reconsider their media consumption. The emmaCMV data has revealed that 58 per cent of news media readers agree that “You don’t know who to trust these days”. Trust in their media choices is a key theme for consumers, with the latest findings from the AdTrust study conducted by Galaxy Research into consumer trust in media showing a high correlation between trust in the content they consume and trust in adjacent advertising. Newspapers are recognised as the most trustworthy media for both content and ads.
The Royal Commission into Misconduct in the Banking, Superannuation and Financial Services sector has resulted in a degradation of trust among consumers, and particularly, readers of news media. emmaCMV data found that 25 per cnet of consumers do not trust banks to invest their money well. This presents an opportunity for financial firms to leverage the trust of newspapers and news websites to rebuild consumer trust in their brands.
Although higher earners are less prone to trust issues generally, it is these premium customers who trust the banks less when it comes to investing. More than half (56 per cent) of news media readers earning more than $120,000 do not know who to trust these days and 29 per cent said they would not trust banks to invest their money. More than a third (35 per cent) with superannuation valued over $500,000 said they would not trust banks to invest their money.
“We can see a clear trend in the emma data of news media growing because consumers know it is a trusted source of news, information and analysis every day. And as National Australia Bank demonstrated recently with full-page ads, brands turn to newspapers when they are looking to win back trust from their customers. As the AdTrust study proves, the greater levels of trust consumers have in the content of media choices, the more they trust the ads. It’s a compelling argument for advertisers to also reconsider their media choices and invest in the most robust, brand safe environment – and that’s newspapers and news websites,” NewsMediaWorks CEO, Peter Miller, said.
This is the second 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 emma 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 4.71 million readers. The Herald Sun followed, reaching 4.18 million readers and The Daily Telegraph on 3.88 million.
1. emmaTM, 12 months to April 2018. Readership based on last four weeks. Trends compared with 12 months to April 2018. Survey conducted by Ipsos Connect, people 14+, Nielsen Digital Ratings (Monthly), April 2018.
2. Attitudinal and Product analysis uses Nielsen Consumer & Media View (emma CMV) April 2018. Note: emmaTM Population figures adjusted down 2.5% in Q1 2018 vs Q4 2017. emma is based on All people aged 14 years and over who are fluent English speakers. This is sourced from ABS Census data (2011) and ABS Estimated Resident Population (ERP) data. 2016 ABS Census releases have now allowed population to be updated to actuals, replacing the ABS estimates used to Q4 2017. Adjusted populations are most evident for populations in WA (-5.7%) and NT (-7.9%). Readership estimates are impacted accordingly.
3. Galaxy Research ; n=4200 Australians aged 18+ over 2 waves; Jun17 2 legs of n=1400 with each leg covering 5 of the 10 media types ; Apr18 1 leg of n=1400 covering each of the 10 media. www.newsmediaworks.com.au/adtrust