Australians are an engaged and economically resilient audience with 96% of Australians aged 14+ years consuming news in any given month, according to the latest figures from Total News produced by Roy Morgan.
The readership figures refer to the 12 months to June and represent news readership across print and digital formats. The results released in May also showed 96% engagement.
Figures show 50% of consumers considered heavy users of the channel. These audiences exhibit strong multichannel consumption not only of general news articles, but also content across the array of categories delivered by Total News media.
Most news audiences are diverse readers, with 70% reading 3 or more categories on top of general, breaking news content. The most popular categories after general news (95%) are property (68%), sport (61%), lifestyle & health (58%), entertainment & culture (52%), and business & finance (48%).
|
Category |
Unique Audience |
% Population |
|
TOTAL NEWS |
20.7 million |
96% |
|
General News |
20.5 million |
95% |
|
Property |
14.7 million |
68% |
|
Sport |
13.2 million |
61% |
|
Lifestyle & Health |
12.5 million |
58% |
|
Entertainment & Culture |
11.3 million |
52% |
|
Business & Finance |
10.4 million |
48% |
|
Auto |
6.8 million |
31% |
|
Travel |
6.5 million |
30% |
|
Technology |
5.0 million |
23% |
|
Other |
4.0 million |
18% |
Vanessa Lyons, executive general manager of Think News Brands, said Australians embrace news content in all forms, spanning diverse topics and moments throughout the day.
"These latest audience figures reaffirm that Total News is a consistently dependable media component for advertisers," she said.
Michele Levine, CEO of Roy Morgan, said Total News continues to prove itself a premium and resilient media channel, with audiences demonstrating a commitment to high-quality news content as a key source of information.
"Readers are engaged and consume across a wide variety of categories, as the way they consume news evolves alongside the medium itself," said Levine.
Total News readers are overwhelmingly multi-channel audiences. While there is heavy digital consumption (19.7 million Australians consume news digitally), more than 1 in 2 (57%) Total News readers engage with both printed and digital news in any given month.
Overall, 20.7 million Australians, or 96% of those aged 14+ years, read Total News every month, with 16.6 million, or 77% of Australians, reading Total News each week.
Readership by demographic and region
|
Monthly readership |
Total |
Male |
Female |
Age 14-24 |
Age 25- 34 |
Age 35-49 |
Age 50-64 |
Age 65+ |
Metro |
Regional |
|
Population size (millions) |
21.6 |
10.6 |
11.0 |
3.5 |
3.7 |
5.2 |
4.7 |
4.5 |
14.1 |
7.5 |
|
Total News reach (millions) |
20.7 |
10.2 |
10.5 |
3.2 |
3.6 |
5.1 |
4.6 |
4.3 |
13.5 |
7.2 |
|
Total News reach (%) |
96% |
96% |
96% |
92% |
96% |
97% |
98% |
96% |
96% |
96% |
Lyons said marketers and brands are increasingly looking for ways to both engage and drive action with audiences.
"The latest Total News figures should instil confidence in Australian advertisers that Total News is a lucrative, commercially effective channel for brands to do just that," she said.
"While the current Australian economic climate is an uncertain one, these figures show that Total News remains a critical element for success in the advertising toolkit.”
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