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Home sweet home = opportunities for advertisers

With Aussies confined to their homes over the past few weeks, the desire to turn their house into a home has never been stronger. And the best way to reach this audience is news brands.

According to Emma CMV, a whopping 95% of Australians intending to undertake renovations in the next 12 months read news brands. That equates to 7 million readers planning home improvements who engage with news brands in print and online.

Data from Master Builders Australia suggests we’re seeing a home-improvement frenzy with renovations hitting an all-time high this year and continuing despite CV-19.

These factors are driving an increased appetite for lifestyle content focused on home improvement providing an unrivalled opportunity for brands in the home space to speak directly to Australian homeowners. From advice on calling a tradie during the pandemic, to using the downtime to prepare your property for a sale, news brands content is speaking directly to this vast audience.

With 3.8 million readers appointing professionals to undertake some or all of the work and 5.2 million visiting hardware stores or buying materials online so they can tackle the project themselves, there’s plenty of opportunities for brands in or around the DIY-world right now in professionally produced news content.

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