Pandemic drives Aussie news brand audiences to record

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New Emma statistics show Australian news brands delivering the highest readership since the metric was established in 2013.

The record readership of 18.2 million equates to more than nine out of ten Australians (96 per cent), and is credited to Australians seeking news and information during COVID-19 with digital consumption of news media "the key driver".

NewsMediaWorks says news media reached 17.2 million Australians across measured digital platforms, representing 91 per cent of the population aged 14+, a ten per cent audience increase compared to the previous period (Dec 19).

Print audiences "continued to reach 12.7 million" - or two in three Australians, the group says. NMW chief executive Peter Miller says the figures demonstrate that Australians "know to turn to the trusted medium of news media when accuracy and trust are critical.

"As we start to emerge from lockdown, the need for reliable and timely information will continue and for businesses looking to bounce back by advertising in credible media channels, the trust halo news media generates will play a crucial role in their recovery."

The top ten most read mastheads in Australia have also seen impressive increases in their audiences (see table below).

Emma cross platform readership
(000s last four weeks)

Emma March 2020

The Sydney Morning Herald

11033

The Daily Telegraph

6521

The Australian

6230

The Age

5321

The Herald Sun

4796

The Australian Financial Review

3726

The West Australian & Sunday Times

3675

The Courier Mail

3366

The Adelaide Advertiser

2428

The Canberra Times

2291

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