Emma: News Media Read By 17.5 Million Australians, Reaching 94% Of The Population

Young Couple Resting In Bed, Reading News And Surfing Social Networks, Using Digital Tablet.

News media across all platforms are read by 17.5 million Australians, or 94 per cent of the population, according to the latest emma (Enhanced Media Metrics Australia) data for October 2018, released today.

The October emma data incorporates calibrated Nielsen Digital Content Ratings (DCR) digital audiences, providing a complete picture for tagged sites of audiences both on and off-platform, for the first time.

The new audience data now integrates digital news media consumers measured by DCR but previously not included in the cross-platform readership.

Digital news media is read by 15.6 million, or 84 per cent, of Australians.

Total print news media readership is 12.2 million, or 66 per cent, of the population.

Metro newspapers are read by 9.9 million people, or 54 per cent of consumers.

Regional and community newspapers are read by 5.8 million people, or a third of the population (31 per cent).

Additional newspaper mastheads will now receive a currency-grade total audienceincluding regional mastheads.

NewsMediaWorks CEO Peter Miller said: “emma CMV, now with calibrated Nielsen DCR, means we can more accurately measure both on and off platform digital and print news media audiences.

“The data clearly demonstrates that the vast majority of Australians seek out their trusted news, entertainment and information in news media.

“News media offers unparalleled credible, independent journalism, which is why it comes as no surprise that it is Australia’s most trusted media channel.

“That trust positively impacts purchase intent, and advertisers are taking note.”

This is the eighth month of emma cross-platform readership data to come from Nielsen, in a new strategic collaboration announced in May. It is the first using DCR calibration.

The full integration of the IAB-accredited Nielsen DCR currency into emma will be possible with the delivery of Nielsen’s full synthetic digital respondent-level database at a date to be confirmed in the first half of 2019.

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 7.43 million readers. The Daily Telegraph followed, reaching 4.5 million readers and the Herald Sun on 4.44 million (see table below).


The incorporation of calibrated Nielsen DCR digital audiences means that emma’s digital methodology has changed and there will be a trend break in the data, rendering year-on-year and month-on-month data comparisons of digital news media and total audience invalid.

The trend break will last until October 2019.

Print is unaffected.

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