The latest release of Total News readership shows a slight softening for news consumption, down 0.5% with 20.6 million Australians continuing to consume news in a four-week period.
The readership figures, produced by Roy Morgan for ThinkNewsBrands, refer to the 12 months to September and shows that Total News reaches 97% of the population over the age of 14. Total News represents all news brands across print and digital as well as standalone news websites.
News readership is largely digitally driven with 19.6 of the 20.6 million readers engaging with news in digital channels each month. Less than 5% of Australians read news solely in printed format, and while print has seen a 12.2% decline in readership, due to the skew to digital news consumption overall readership has dipped by just 0.5%.
ThinkNewsBrands GM Vanessa Lyons said: “The Total News readership data continues to demonstrate that news has a greater reach and frequency than many people think. It is important information for agencies and advertisers providing a holistic view of the size, capability and common strengths of news for their audiences.”
Demographically, Total News continues to engage all age groups including younger audiences with 96% of Australians under the age of 40 reading news each month.
This is the first readership release following the re-engineering of Roy Morgan’s digital audience measurement data which has been updated from July 2020 onwards. The digital data now calls on a broader set of inputs while the algorithm to calculate the digital audiences has been refined.
The recalibrated digital audience data feeds into Total News to present the most accurate view of audience performance and unique audience profiling and data can be compared year-on-year without a trend break.
TOTAL NEWS READERSHIP
|
|
Last 12 months (4 weekly average) |
Change vs. same period last year |
|
Total News - Digital and Print |
20.6 million |
-0.5% |
|
News - Digital |
19.6 million |
-0.3% |
|
News - Print |
12.5 million |
-12.2% |
READERSHIP DEMOGRAPHICS
|
Age group |
Last 12 months (4 weekly average) |
% Total population |
|
Total all ages |
20.6 million |
97% |
|
14-24 |
3.1 million |
93% |
|
25-34 |
3.6 million |
97% |
|
35-49 |
5.1 million |
98% |
|
50-64 |
4.5 million |
98% |
|
65+ |
4.3 million |
97% |
TOP 10 MOST-READ NEWS BRANDS
|
Top 10 news brands (print & digital) |
Last 12 months (4 weekly average) |
|
The Sydney Morning Herald |
8.4 million |
|
The Age |
5.8 million |
|
The Herald Sun |
4.4 million |
|
The Australian |
4.4 million |
|
WAN (West Australian & Perth Now) |
4.3 million |
|
The Daily Telegraph |
4.0 million |
|
The Australian Financial Review |
3.7 million |
|
The Courier Mail |
3.0 million |
|
The Adelaide Advertiser |
1.7 million |
|
The Saturday Paper |
0.9 million |
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