COVID-19 drives jump in news readership

Latest emma news tracking metrics show crisis is prompting demand for news

The COVID-19 pandemic has seen local news outlets reach a new high of 18.2 million readers, the highest figure recorded since the introduction of Enhanced Media Metrics Australia (emma) in 2013, with consumption of digital news sites the key driver. 

Across measured digital platforms, news sites reached 17.2 million Australians, representing 91 per cent of the population aged 14+, a 10 per cent audience increase compared to the previous period (December 19). At the same time, print audiences continued to reach 12.7 million, or two in three Australians.

NewsMediaWorks CEO, Peter Miller, said trusted news and information has never been more important to Australians and this shows in the marked increase in news media consumption. 

“Misinformation has been rife during the pandemic, but these figures demonstrate Australians know to turn to the trusted medium of news media when accuracy and trust are critical,” Miller said.

“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 10 most read mastheads in Australia have also seen impressive increases in their audiences.

  • The Sydney Morning Herald
  • The Daily Telegraph
  • The Australian
  • The Age
  • The Herald Sun
  • The Australian Financial Review
  • The West Australian & Sunday Times
  • The Courier Mail
  • The Adelaide Advertiser
  • The Canberra Times

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.


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