There are now 16.6m Australians reading news media in the last 4 weeks; that’s 91% of the population aged 14+. So a 4 week campaign across all news media would achieve significant reach. But with the growth of internet usage, smart phones and social networking, a social media campaign also presents the advertiser with an opportunity for extensive reach – 16.0m visited a social networking site in the last 4 weeks. There’s a big overlap across the two media channels but each channel does have its differences in the audience delivered.
Before we explore the differences, let’s just remind ourselves that we’re talking about all news media and all social networking; and that of the 16m social networkers, 14.3m of them have visited Facebook in the last 4 weeks – that’s 91% of them.
A joint campaign across the entirety of both media channels would cover all but 3% of the population aged 14+. 82% of the population would be reached by both the channels, providing an opportunity to build messages and branding while also providing the benefit of increased frequency.
While Social networking reaches 6% of the population that is not covered by news media, news media gives an incremental coverage of 10% – these are people who will not have visited a social networking site. That’s an additional 1.7m people from news media.
Let’s look at the demographic profile of the media overlap and of the incremental cover that each one brings. Most notably, news media delivers incremental cover from the aged 55+ segment with 17% of them only reached by news media. Accordingly, the social networking increment is from 14 to 24 year olds, in particular.
At this point we should remind ourselves that although news media has an older skew, it still reaches fully 78% of 14 to 17 year olds and 83% of 18 to 24 year olds.
In terms of groceries, those only covered by social networking spend an average of $271 per household member per month. This compares to $332 for those only covered by news media – that’s 23% more per person.
Now talking about the Top 20% weekly spenders by category, with such mass coverage from each of the two media channels, there are big similarities. However, the following categories emerge as those where news media only delivers the biggest incremental cover of big spenders:-
|Dwelling Repairs & Maintenance|
|Garden & Hardware|
|Cigarettes & Tobacco|
|Pet & Animals|
|Fish & Seafood|
|Health & Medical|
|Holiday & Airfares|
Now looking at activities done in the last month, we again see similarities across the two media channels. However, the following activities emerge as those where news media only delivers the biggest incremental cover:-
|Go to a Horse Racetrack / Race Meeting|
|Play a Poker Machine (18+)|
|Place a Bet at a Tab (18+)|
|Go to An Rsl, Sporting or Other Club|
|Buy a Lottery / Lotto Ticket or Scratchie|
|Go to a Casino (18+)|
|Place a Bet Online (18+)|
|Go to a Professional Sports Match / Event|
|Go to church or other place of worship|
|Go to Live Theatre Performance|
|Do Some Gardening|
|Go to The Ballet / Opera / Classical Performance|
|Work on a Car at Home|
|Go Shopping at a Hardware Store|
We haven’t explored frequency and engagement, but we have seen how news media can provide reach above and beyond that of social networking. For the advertiser, it provides reach to an extra 10% of Aged 14+. This increment is mainly driven by aged 55+ but news media contributes increment across all key demographics, spend categories and activities.