16.6 million Australians read news media: emma

16.6 million Australians read news media: emma

Australians are embracing news media brands on digital devices, with 12.8 million people, or 70 per cent of the population, reading news media on smartphones, PCs/laptops and tablets during September, according to the latest Enhanced Media Metrics Australia data released today.

Across all platforms, news media was read by 16.6 million, or 92 per cent, of Australians.

Newspaper readership remains stable, with 13.5 million people, or 74 per cent, of the population reading a newspaper in September. Metropolitan newspapers were read by 11.2 million people, or 62 per cent of the population, while regional and community newspapers were read by 7.5 million people.

The emma data showed that news media audiences still have a strong appetite for newspaper branded sections. The number of Australians reading real estate sections, for example, has increased by 585,000 to 7.3 million in the last year. Newspaper automotive sections have increased their readership by 14 per cent, or 524,000, to 4.3 million over the same period.

NewsMediaWorks CEO Mark Hollands said consumers turn to news media brands and newspaper sections for quality, trusted journalism, advice and recommendations and analysis.

“Our publishers continue to transform their businesses to attract large and engaged audiences across all platforms, with significant crossover in usage of those platforms. Newspaper sections in particular are valued by readers as a trusted source,” he said.

“News media remains an integral part of people’s lives and demonstrates why it is a powerful medium for advertisers to connect with our audiences.”

According to the emma data for the 12 months to September 2016, The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.33 million readers. The Daily Telegraph followed, reaching 4.39 million readers and the Herald Sun on 3.92 million. (see table below)

emma cross platform readership (000s, last four weeks)* September 2016
Sydney Morning Herald / smh.com.au 5325
Daily Telegraph / thetelegraph.com.au 4390
Herald Sun / heraldsun.com.au 3922
The Age / theage.com.au 3062
The Australian / theaustralian.com.au 2868
Courier-Mail / couriermail.com.au 2812
West Australian / thewest.com.au ^ 1689
Adelaide Advertiser /AdelaideNow.com.au 1610
Financial Review / afr.com.au 1604
Sunday Times / perthnow.com.au 1440
Canberra Times / canberratimes.com.au 851
Gold Coast Bulletin / goldcoast.com.au 541
Sunshine Coast Daily / sunshinecoastdaily.com.au 350
Mercury (Tas) / themercury.com.au 320
Newcastle Herald/ theherald.com.au 317

^NB: With the recent release of Nielsen’s Digital Ratings (Monthly), thewest.com.au’s mobile and tablet audience is under-represented. This is a result of restrictions in Nielsen’s methodology being able to capture iOS mobile secure sessions (HTTPS) due to privacy restrictions inherent to the operating system. This gap will be addressed by Nielsen with the launch of Digital Content Ratings in the coming months. 

*Source: emmaTM, 12 months to September 2016. Readership based on last four weeks. Trends compared with 12 months to September 2015. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Digital Ratings (Monthly), September 2016. The emma data for the 12 months to September 2016 includes the new Nielsen Digital Ratings Monthly (DRM). This replaces the previous digital currency, Nielsen Online Ratings (NOR). Due to this change of methodology, there is a trend break in the data that means digital audience comparisons to previous periods are not valid.

About emma: 

emma™ (Enhanced Media Metrics Australia) is Australia’s cross-platform audience insights metric built for the digital age. emma™ was developed for The Readership Works (TRW) by independent research company Ipsos Connect which conducts national audience surveys and is the official measurement system in more than 40 countries including the UK, Italy and France. emma™ also has an agreement with Nielsen’s Digital Ratings Monthly to fuse its data with emma’s data, providing greater cross-platform accountability, accuracy, transparency and frequency of data. The Media Federation of Australia was involved in the development of emma and sits on the Technical Committee. emma is independently audited by Dr Rob Hall.

 About NewsMediaWorks: 

NewsMediaWorks is a not for profit industry body established to advocate the cultural influence and commercial value of print and digital news media in Australia. It was founded in 2006 by Fairfax Media, News Corp Australia, APN News & Media and Seven West Media (West Australian Newspapers).

For more news from NewsMediaWorks, click here.

Leave a comment