fundamentals

FundamentalsJoint industry report on the readership of Newsbrands in Australia

Updated August 2021

News

Key facts about newsin Australia

Total newsThe measure of 'total news' refers to all printed and digital news including Australia’s leading news publishers. For example:

National and metro newspapers (print)

National and metro newspapers (digital)

National news sites (digital)

afr.com

theaustralian.com.au

thewest.com.au

theage.com.au

Note: The above is an example only and does not represent the full list of news entities within Australia.

News is a fundamental part of the day for Australians

Source : Roy Morgan January 2021 to June 2021. “Total news” is Australians aged 14+ reading news (print) and/or news (digital) in the

last 7 days averaged over the last 6 months

Every week 19 million Australians read news across papers or online. That’s 9 out of 10 Australians aged 14+.

54%

Breakfast & Mid-morning

Afternoon Evening

Time of day news readers prefer to read news

Average Monday to Sunday

News is a morning ritual. It's consumed by the time you’ve had your coffee

Source : Roy Morgan July 2020 to June 2021.

Which media do you prefer to use at breakfast/mid-morning, lunchtime/afternoon and dinner time/after dinner. Eg Newspapers – print or

online. Unique audience aggregated to Breakfast & Mid-morning/afternoon/evening.

Readership is high across all age groups, including the hard to reach 14-34'sReadership and reach: Total news

Reach % to popn 14+: 97%

Totals: 20.4m

Male: 10m | Female: 10.4m

14-34: 6.7m | 35-54: 6.5m | 55+: 7.2m

Source : Roy Morgan July 2020 to June 2021. “Total news” is Australians aged 14+ reading news (print) and/or news (digital) in the last 4 weeks averaged over the previous 12 months – whether ad supported or not. Digital news

therefore includes Australian publishers’ news websites/apps, Apple news and non-Australian owned news websites eg Buzzfeed, The Guardian, BBC, Daily Mail. It also includes ABC news and Google news.

All the facts on who is reading the newsCross platform readership by demographic, platform and over time

Readership by news type

Total news

20.4m



News(print)

14.1m

News(digital)

19.1m

Print only

1.3m

Digital only

6.3m

Both

12.8m

Newspaper inserted

magazines

4.6m

Especially choose to read News sections

7.1m

Readership is strong all year round

20.2

20.4

20.220.4

20.220.4

20.520.3

20.520.4

20.6

20.5

17.0

17.3

17.6

17.9

18.2

18.5

18.8

19.1

19.4

19.7

20.0

20.3

20.6

20.9

Jul 20 Aug 20 Sep 20 Oct 20 Nov 20 Dec 20 Jan 21 Feb 21 Mar 21 Apr 21 May 21 Jun 21

Source : Roy Morgan July 2020 to June 2021. “Total news” is Australians aged 14+ reading news (print) and/or news (digital) whether ad supported or not. Digital news therefore includes

Australian publishers’ news websites/apps, Apple news and non-Australian owned news websites eg Buzzfeed, The Guardian, BBC, Daily Mail. It also includes ABC news and Google news.

The above graph plots “Read news in the last 4 weeks (print or digital)“ by the month they were interviewed. Each month, sample size average is n=5500 with the lowest at n=4500

Readership news type growth/decline

20.3 20.419.1 19.1

13.414.1

3.9 4.6

Jun-20 Jun-21

Total news

News (digital)

News (print)

NIMs

Source: Roy Morgan July 2019 to June 2021. “Total news” is Australians aged 14+ reading news (print) and/or news (digital) in the last 4 weeks averaged over the previous 12 months – whether ad supported or not.

Digital news therefore includes Australian publishers’ news websites/apps, Apple news and non-Australian owned news websites e.g. Buzzfeed, The Guardian, BBC, Daily Mail. It also includes ABC news and Google

news.

Readership news type by age/region

Reach to age 14+ 97% 97% 97% 93% 98% 98% 97% 96%

Population 14+ 100% 21.1m 10.4m 10.7m 7.2m 6.6m 7.3m 15.0m 6.1m

Total news 97% 20.4m 10.0m 10.4m 6.7m 6.5m 7.2m 14.5m 5.9m

News (digital) 90% 19.1m 9.4m 9.7m 6.3m 6.3m 6.5m 13.7m 5.4m

News (print) 67% 14.1m 7.1m 7.0m 3.9m 4.2m 6.0m 9.9m 4.2m

Newspaper inserted magazines (NIMs)

22% 4.6m 2.2m 2.3m 1.1m 1.2m 2.3m 3.5m 1.1m



How do Australians read news?Readership and engagement by location and demographic

59%

25%15%

Breakfast & mid-morning Afternoon Evening

When, how frequent and how long?

55%

29%17%

44%

29%

27%

1 to 2 a week 3 to 6 a week 7 or more a week

60%

23%

17%

Less than 30 minutes a day 30 to 59 minutes a day

60 or more minutes a day

When How longHow frequent27% of newspaper readers

typically read 7 or more issues a weekMondays to Fridays, newspapers are the most engaging media before lunch

Over half of newspaper readers prefer to be reading papers before lunchtime40% of newspaper readers readthem for more than 30 minutes

Monday to Friday

Saturday to Sunday

Source : Roy Morgan July 2020 to June 2021. News (print) readership is Australians aged 14+ having read news (print) in the last 4 weeks averaged over the previous 12 month

When : “Which media do you prefer to use at breakfast/mid-morning/lunchtime/afternoon/dinner time/after dinner?” Displayed In the legend as Breakfast & mid-morning, afternoon and evening respectively.

How frequent : “In the last 4 weeks which newspapers have you read…and which did you read in the last 7 days?” This metric counts the number of issues the respondent has read in the last 7 days.

How long : "How many hours or minutes in total do you spend doing each of the following activities at home or away from home, in the morning, during the day or in the evening? – Read a newspaper"

Regular readership by age/region


Reading 30+ mins : "How many hours or minutes in total do you spend doing each of the following activities at home or away from home, in the morning, during the day or in the evening? – Read a newspaper“

Reading 7+ issues ‘last week’ : “In the last 4 weeks which newspapers have you read…and which did you read in the last 7 days?” This metric counts the number of issues the respondent has read in the last 7 days.

Metro market as per OzTam definition. Regional markets are all markets outside of the defined OzTAM metro areas.

35%

38%

31%29%

31%

41%

36%

31%

27%

29%

24%

23%

24%

31%29%

22%

Totals Male Female 14 to 34 35 to 54 55+ Metro markets Regional markets

Readership 000's (L4W)

% 30+ minutes

% 7+ issues "last week"

11,802,557 6,098,326 5,704,231 3,251,296 3,379,302 5,171,959 8,856,802 2,945,755

37%

40%

33%32% 32%

42%

38%

34%

29%

31%

26%24%

26%

32%

30%

25%


Nat/Metro title readership 000s (L4W)

% 30+ minutes

% 7+ issues 'last week'

Regular readership: national/metro titles by age/region





6,846,249 3,331,744 3,514,505 1,768,927 2,015,888 3,061,433 3,904,929 2,941,320

35%

39%

32%

31%

32%

39%

37%

33%

29%

32%

26%

28%28%

30%

34%

23%


Regional title readership 000s (L4W)

% 30+ minutes


Regular readership: regional titles by age/region





12,634,792 6,438,364 6,196,428 3,477,331 3,690,602 5,466,859 8,801,220 3,833,572

36%

39%

33%31% 32%

41%

38%

33%

29%

32%

26%

25%

27%

32% 32%

23%


Mon-Fri title readership 000s (L4W)

% 30+ minutes


Regular readership: Mon-Fri titles by age/region





6,310,227 3,224,800 3,085,427 1,493,826 1,620,693 3,195,707 4,493,646 1,816,581

39%

42%

35%

32%

34%

44%

40%

36%

37%39%

34%

33%

34% 39% 39%

31%


Saturday title readership 000s (L4W)

% 30+ minutes


Regular readership: Saturday titles by age/region





39%

42%

35%33% 33%

43%

40%

35%

39%

43%

35% 35% 37%

42%40%

36%


Sunday title readership 000s (L4W)

% 30+ minutes


Regular readership: Sunday titles by age/region





News (digital)News readership and engagement by demographic

Source : Roy Morgan 12 months July 2020 - June 2021.

News (digital): devices used

16.5 16.515.4

6.7

Computer Mobile Phone or Tablet Mobile Phone Tablet

86% 86%81%

35%

Computer Mobile Phone or Tablet Mobile Phone Tablet

News (digital): readership,page views and time spent

18.9 18.9 18.9 19.0 19.1 19.1 19.1 19.1 19.1 19.1 19.1 19.1 19.1 19.1 19.1 19.1 19.1 19.1 19.1 19.1

48.0 47.3 47.2

44.3

41.339.6 38.7

37.838.7

39.4 38.737.2 36.5

35.935.0 34.5 34.2 33.5 32.9

31.929.7

27.626.6 26.61138 1141 1166 1187 1219 1248

12931334

1430

1498 1528

15461594 1624 1640 1668 1685 1695 1711 1714 1690 1675 1706 1737

0

325

650

975

1300

1625

1950

0

3

6

8

11

14

17

19

22

25

28

30

33

36

39

41

44

47

50

52

Jul-

19

Au

g-1

9

Sep

t-1

9

Oct

-19

No

v-1

9

De

c-1

9

Jan

-20

Feb

-20

Mar

-20

Ap

r-2

0

May

-20

Jun

-20

Jul-

20

Au

g-2

0

Sep

-20

Oct

-20

No

v-2

0

De

c-2

0

Jan

-21

Feb

-21

Mar

-21

Ap

r-2

1

May

-21

Jun

-21

Pag

e v

iew

s (m

)

Re

ade

rsh

ip (

m)

& t

ime

sp

en

t (m

hrs

)

News (digital) - Readership, page views and time spent

Readership (millions)

Total time spent (million hours)

Page views (millions)

Source : Roy Morgan July 2020 to June 2021. “Total news” is Australians aged 14+ reading news (print) and/or news (digital) whether ad supported or not. Digital news therefore includes Australian publishers’ news websites/apps, Apple news

and non-Australian owned news websites eg Buzzfeed, The Guardian, BBC, Daily Mail. It also includes ABC news and Google news.

Total time spent and page views are average 4 weeks over the last 12 months.

*For readership on this chart *Digital readership L4W commenced collection November 2019. Readership trend therefore uses the month interviewed.The average sample size each month is n=5000 while minimum is n=3000.

*

News (digital): readership, page views and time spent by demographic

97% 97% 97% 93% 98% 98%

21.1m 10.4m 10.7m 7.2m 6.6m 7.3m

19.1m 9.4m 9.7m 6.3m 6.3m 6.5m

1737m 883m 855m 345m 659m 734m

26.6m 14.2m 12.4m 5.5m 9.5m 11.6m



News (digital):page views by demographic

492 495 506 516540

567

595620

679722

744 752776

799 809 829 840 845 858 857 852 844 864 883

646 646 661 671 678 681 697 714751

776 784 794819 826 832 839 845 849 854 857 838 830 843 855

281 294 312 331 336 341 350 351 350 347 345 342 338 331 328 321 334 345

528 532

559 570 566 565 582 597 602 608 618 619 629 636 634 633 649 659

485508

560597

625 640663 676 688

713 723 733 744 747 728 721 723 734

0

100

200

300

400

500

600

700

800

900

1000

Jul-19 Sept-19 Nov-19 Jan-20 Mar-20 May-20 Jul-20 Sep-20 Nov-20 Jan-21 Mar-21 May-21

Pag

e V

iew

s (

Mil

lio

ns)

Number of page views for digital news sites by month by demographic (millions)Male Female 14-34 35-54 55+



* Age breaks are not available prior to January 2020.

News (digital):time spent by demographic

20.4 20.2 20.1 19.818.8 18.3 18.1 17.9

18.719.3 19.3

18.5 18.3 18.2 18.0 17.5 17.3 17.0 16.9 16.515.4

14.5 14.0 14.2

27.6 27.2 27.1

24.6

22.521.3

20.719.9 20.0 20.0 19.4

18.7 18.3 17.717.0 17.0 16.9 16.5 16.0 15.5

14.313.1 12.6 12.4

7.8 7.7 7.8 7.9 7.6 7.4 7.3 7.2 6.9 6.7 6.6 6.4 6.2 6.0 5.7 5.4 5.4 5.5

16.215.0 14.7 14.2

13.512.4 12.1 11.8 11.4 11.2 11.2 11.1 11.0 10.8

10.2 9.7 9.4 9.5

14.7

16.317.3 17.6 17.3 17.1 16.9 16.7 16.6 16.4 16.0 15.6 15.1

13.712.5

11.8 11.6

0.0

2.7

5.3

8.0

10.6

13.3

15.9

18.6

21.2

23.9

26.5

29.2

Jul-19 Sept-19 Nov-19 Jan-20 Mar-20 May-20 Jul-20 Sep-20 Nov-20 Jan-21 Mar-21 May-21

Tim

e S

pen

t (M

illio

n H

ou

rs)

Time spent reading digital news sites by month by demographic (million hours)Male Female 14-34 35-54 55+



* Age breaks are not available prior to January 2020.

*

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