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News media delivers influence at scale

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Age group is often a meaningful way to segment advertisers’ markets. Here we quantify the reach of the different news media channels across age groups, highlighting the scale of access for advertisers and the age related strengths of those channels.

News media readers reflect the population age spread

Before we look at news media penetration of the population, let’s take a look at the age composition of the Australian population aged 14+ and compare it with that of the different news media channels. The chart below shows that news media closely resembles the population age demographic – that’s not surprising given that news media is read by 91% of those aged 14+.

Whereas the digital news media age profile is very similar to the population, the newspaper channels skew slightly towards age 55+. But let’s remind ourselves that 66% of newspaper readership is aged under 55 and 28% is aged under 35.


With age 55+ accounting for 41% of regional readers and 45% of community newspaper readers, in relative terms it’s these two channels that give the biggest access to the older age group. Their readership is not as big as the metro newspapers or digital news media, but a higher percentage of their reach is age 55+.

Reaching 83% of aged 18 to 24

News media reaches 1.8m Australians aged 18 to 24 – that’s 83% of them. With digital being the preferred platform for this age group, smartphone/tablet/laptop/PC hits a healthy 1.4m (65%) of them. A bundled campaign across all newspapers would add a further 400k not reached by digital. 760k would then have an opportunity to see on both digital and print.


Reaching 88% of aged 25 to 34

News media reaches 2.9m Australians aged 25 to 34 – that’s 88% of them. Digital is also the preferred platform for this age group with smartphone/tablet/laptop/PC reaching 2.3m (70%) of them. A bundled campaign across all newspapers would then add 600k not reached by digital. 1.4m would be reached on both digital and newspaper.


Reaching 94% of aged 35 to 54

News media reaches 5.6m Australians aged 35 to 54 – that’s 94% of them. Compared to other age groups, it’s this age group who most read digital news. In the last month, 77% of them accessed news by smartphone/tablet/laptop/PC. However, they remain keen readers of newspapers – 77% also read newspapers with 60% reading both print and digital.


Reaching 96% of aged 55+

News media reaches 5.6m Australians aged 55 or more – that’s 96% of them. Newspaper reach of 87% is driven by metro papers’ reach, but it’s community and regional papers that have a bigger proportion of this older age group among their readers. 45% of community readers are aged 55+ and 41% of regional readers (see 1st graph). Across all news media, 68% read digital while a high 59% read both print and digital news.


News media gives mass reach across all age groups

With 91% of the aged 14+ reading in the last month, it’s no surprise that news media offers advertisers the ability to target any age group en masse.

When compared with the fact that 32% of the population are 55+, newspapers (38%), regional papers (41%) and community papers (45%) represent an attractive skew for those targeting this older age group. However, it’s important to remember that there are 5.5m readers aged 14 to 35 and 70% of them read newspapers. There are also a further 5.6m readers aged 34 to 54, 82% of whom read newspapers.


Source: emmaTM 12 months to December 2016. Readership based on last four weeks. Survey conducted by Ipsos MediaCT, people 14+ ; Nielsen DRM December 2016, People 14+ only.

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