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Print and digital news media reaches 2.7 million consumers who plan to buy insurance, writes Tanya Shinn.


  • News media reaches 93 per cent of consumers planning to buy insurance.
  • 9:10 of the heaviest spenders on health insurance read news media.
  • 5 million readers are actively considering travel insurance.
  • New car buyers looking to buy comprehensive insurance are 54 per cent more likely to be frequent readers.


Insurance brands seeking to attract new customers will find news media has them covered.

News media provides insurance advertisers with the opportunity to take market share by reaching the majority of their target market. Print and digital news media also provides the ideal platform to showcase how their products differ from competitors.

According to emma, news media reaches 93 per cent of those in the market for health, travel and car insurance market.

Healthy results

A poll conducted by research agency Galaxy found 50 per cent of the membership of two health funds planned shop around for a better deal.1

emma data shows nine in ten of these potential switchers read news media, with 78 per cent reading print and 73 per cent getting their news on digital devices.

It’s not just existing policy holders that health insurance brands can reach via news media. Some 412,000 new-to-market prospects planning to purchase health insurance are also regular readers.

To see how insurance brands ahm and HBF are using news media as part of their marketing strategy click here.

Travel bug

Figures from Tourism Research Australia show Australians made around 8.2 million overseas trips in FY2015.2

Travel insurers seeking to ensure their brand is top of mind for holidaymakers can use news media advertising to deliver their messages to their target market.

One in three readers (5.6 million) of news media readers plan to travel overseas in the next 12 months. Some 1.5 million of these readers are actively researching travel insurance options.

Frequent newspaper readers, those who read seven editions or more per week, are 15 per cent more likely to be among the highest spenders on travel insurance than the typical Australian.

Driving results

Australians bought a record 1.2 million new cars in 2015, according to the Federal Chamber of Automotive Industries, with the most recent data showing new car sales remain at record pace, with 598,140 new vehicles sold to the end of June, up 3.4 per cent.3

It’s a great time for car insurers to reach out to new buyers and print newspapers can help.

Over a four-week period newspapers reach 700,000 (80%) prospective new car buyers.

New car buyers in the market for comprehensive car insurance are 11 per cent more likely to read print news content and 54 per cent more likely to be heavy newspaper readers, reading 7+ issues a week.

Publisher digital platforms are an increasingly important part of the mix to help insurance providers reach used car buyers, with 75 per cent of those in the market for comprehensive insurance engaging with digital news media over a four-week period.


emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending May 2016; Nielsen DRM May 2016, People 14+ only.

  1. Media Release, iSelect – http://corporate.iselect.com.au/wp-content/uploads/2013/09/2-March-2016-Premium-rise-a-downer-for-13-million-Australians-with-private-health-insurance.pdf
  2. Outbound Tourism Statistics, Tourism Research Australia – http://www.tra.gov.au/research/Australians-travelling-overseas.htm
  3. Australia’s New Vehicle Market, Federal Chamber of Automotive Industries – http://www.fcai.com.au/sales
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