Roy Morgan has released the latest enhanced cross-platform audience results for Australian newspapers and magazines for the 12 months to March 2021 showing strong growth for Australia’s leading newspaper mastheads and across the newspaper sector more broadly.
In the year to March 2021 an estimated 19.9 million (94.4%) Australians aged 14+ read or accessed newspapers or newspaper content in some way – print editions, online via website, app or news platforms including (metropolitan, local and regional titles) in an average seven days.
The total cross-platform audiences for newspaper mastheads in the 12 months to March 2021 includes an estimated 16.8 million (79.4%) reading or accessing metropolitan titles. In addition some 15.6 million (72.8%) Australians aged 14+ read or accessed a magazine or magazine content.
These latest findings from Roy Morgan Single Source are available to Publishers, Media Agencies and Brand Advertisers on an on-going basis.
Sydney Morning Herald is Australia’s top masthead – read by over 8.5 million Australians
This 4 week cross-platform audience data now shows the standout performers for newspapers are Nine Entertainment owned The Sydney Morning Herald with a cross-platform audience of over 8.5 million ahead of its Melbourne stablemate The Age with a cross-platform audience of 6 million Australians in an average 4 week period in the 12 months to March 2021.
News Corp’s national broadsheet The Australian is in third place with a cross-platform audience of nearly 5.1 million just ahead of city-based stablemates The Daily Telegraph in Sydney of over 4.9 million and Melbourne counterpart the Herald Sun with a cross-platform audience of well over 4.5 million.
These new ‘digital first’ Enhanced Cross-Platform Audience results are drawn from Roy Morgan Single Source comprising multi-mode interviews with a representative sample of 66,050 Australians aged 14+ and machine based data collected in the 12 months to March 2021.