National newspapers are leading the growth in news media audiences, with print readership rising by 4.7 per cent year on year, according to the latest emma (Enhanced Media Metrics Australia) data for March 2018, the first from the new strategic collaboration between The Readership Works, Nielsen and Ipsos.
Released today, the emma data also shows that digital audiences, who consume news media on devices such as smartphones, tablets and laptops, continue to grow, up 3.8 per cent to 13.5 million.
Total cross platform readership for Australia’s news media sector remained stable in March, reaching 16.5 million or 90 per cent of the population (aged 14+). Printed newspapers are read by 12.4m each month, or two-thirds of Australians.
Metro newspapers were read by 10.2 million people, or 56 per cent of consumers, over the same period. Regional and community news media brands are read by more than one third of the population (35 per cent), or 6.4 million people. The growth in news media continues to reflect the increasing recognition by Australians that news brands offer the most trustworthy and credible content.
This is the first emma data to come from Nielsen, announced last month. Under the new arrangement, Nielsen leads the fusion process that brings together the emma accredited print readership data from Ipsos and Nielsen’s digital audience data, to deliver a total audience readership. Nielsen Consumer & Media View (CMV) will also be fused to the emma Cross Platform data for the first time to provide critical product data.
This ensures the continuity of emma data, with no trend break.
“Emma’s strategic collaboration with Nielsen and Ipsos reinforces the robust, transparent and independently audited readership currency metric for advertisers and media agencies, as advertisers become even more focused on trusted, brand safe environments for their campaigns,” NewsMediaWorks CEO Peter Miller said.
“Meanwhile, Facebook has purged 583 million fake accounts in the first quarter of 2018, which is around 25 per cent of its self-claimed monthly audience of 2.1 billion. Whilst trust is back in vogue, it’s never gone out of fashion for credible journalism and proper news brands, reflected in the ADTRUST Galaxy Research study2 that reveals news media as the most trusted media for consumers for both content and ads of any channel.
“Perhaps this news is enough to stimulate some advertiser discussions and whether they might be better off directing 25 per cent of their advertising budgets to more trustworthy media channels.”
The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 4.75 million readers. The Daily Telegraph followed, reaching 4 million readers and the Herald Sun on 3.95 million (see table below).
1. emmaTM, 12 months to March 2018. Readership based on last four weeks. Trends compared with 12 months to March 2018. Survey conducted by Ipsos Connect, people 14+, Nielsen Digital Ratings (Monthly), March 2018. Note: emmaTM Population figures adjusted down 2.5% in Q1 2018 vs Q4 2017. emma is based on All people aged 14 years and over who are fluent English speakers. This is sourced from ABS Census data (2011) and ABS Estimated Resident Population (ERP) data. 2016 ABS Census releases have now allowed population to be updated to actuals, replacing the ABS estimates used to Q4 2017. Adjusted populations are most evident for populations in WA (-5.7%) and NT (-7.9%). Readership estimates are impacted accordingly.
2. Galaxy Research online questionnaire, April 2018 was conducted among a nationally representative sample of 1400 Australians aged 18 years and older. www.newsmediaworks.com.au/adtrust