The Sydney Morning Herald and Herald Sun have biggest audiences

Digital news media readership has increased by 4% year on year and is now consumed by 13.6 million, or 74% of Australians, according to the latest emma (Enhanced Media Metrics Australia) data for August 2018, released today.

Total print news media readership remains stable at 12.1 million, or 66% of the population.

Across print and digital news media, 16.6 million, or 90% of people, read news media, demonstrating that the vast majority of Australians seek out their trusted news, entertainment and information in news media.

Metro newspapers are read by 9.9 million people, or 54% of consumers. Regional and community newspapers are read by 5.8 million people, or one-third of the population (32%).

In addition to the industry currency readership data, emma provides insights into Australian consumers’ product purchases, behaviour and attitudes. This data has revealed that news media readers love their sport and are avid fans of AFL, cricket, tennis and rugby league in particular.

News media is read by more than 13 million, or 91%, of the 14.4 million Australians (aged 14+) who watch sport either on TV or live at the event. News media readers are also active participants in some type of sport, with 9.9 million regularly getting involved.

“The emma CMV data shows that the most devoted sports fans are also the most involved, with heavy news media readers indexing the most profoundly against all major sports. News media reaches nine out of every 10 sports lovers with many of these readers more heavily engaged in newspapers. Couple this with the credible journalism that Australia’s most trusted media channel provides, and that trust positively impacts purchase intent. It’s got to be a compelling environment for advertisers looking to reach our sports enthusiasts,” NewsMediaWorks CEO, Peter Miller, said.

This is the sixth month of emma cross-platform readership data to come from Nielsen, in a new strategic collaboration announced in May. Under the new arrangement, Nielsen leads the fusion process that brings together the industry-accredited print readership data from Ipsos and Nielsen’s IAB-accredited digital audience data, to deliver a total audience readership. Nielsen Consumer & Media View (CMV) is fused to the emma Cross Platform data to provide critical product and attitudinal data.

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 4.9 million readers. The Herald Sun followed, reaching 3.96 million readers, with The Daily Telegraph on 3.84 million (see table below).