News Media Reaches Nine In Ten Australians – Emma Data

• News media is read by 17.4 million Australians, or 94% of the population

• Household income of news media readers 18% higher than non- readers
• News media readers prime prospects for automotive brands

, with 10.3 million of those reading both newspapers and digital news media, according to the latest emmaTM (Enhanced Media Metrics Australia) data1 for December 2018, released today.

In print, newspapers are read by 12.1 million people, or 65% of the population and digital news media is read by 15.6 million or 84% of Australians.

Metro newspapers are read by 9.8 million people, or 53% of consumers. Regional and community newspapers are read by 5.7 million people, or a third of the population (31%).

Following release last month of the emma data for the 12 months to November 2018, the December 2018 emma data now marks the third release of digital news media audiences calibrated to Nielsen’s IAB accredited currency DCR data, providing a complete picture for tagged sites of audiences both on and off-platform.

In addition to the industry currency readership data, emma CMV2 provides valuable insights into Australian consumers’ product purchases, behaviour and attitudes. This data has revealed that news media readers have higher personal and household incomes than non-readers and are prime prospects for automotive brands.

The emma CMV data shows that news media readers’ average personal income is one third more (+35%) than those who do not read news media. In addition, with an average household income of $97,000 per annum, news media readers’ household income is +18% higher than those who don’t read news media. The household income figures are higher for cross platform readers at +23% higher, for those aged 30 to 64 it is +20% higher and for those with children under the age of 18, it is +26% higher.

With new car sales showing negative growth in 2018, according to the Federal Chamber of Automotive Industries, news media has 822,000 readers who are prime prospects intending to buy a new car in the next 12 months. Of that audience, 41% would consider buying an SUV.

In addition, 2.8 million people read the motoring section of newspapers and with an average household income of $101,300 per annum that represents +24% more than Australians who do not read news media.

NewsMediaWorks CEO, Peter Miller, said: “News media is a valuable channel for advertisers as they attract audiences who have higher incomes and also a large number of prospects who are in the market to buy a new car – these are important targets as car sales faltered last year. The quality of our audience and their unwavering commitment to reading the nation’s most trusted media channel for both content and advertising3 is a compelling proposition for advertisers. Our news media brands continue to hold their commanding position with readers and also advertisers, demonstrated in our recent News Media Index which shows ongoing improvements in advertising revenue.”

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 7.68 million readers. The Daily Telegraph followed, reaching 4.1 million readers and the Herald Sun with 3.86 million (see table below).

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