‘We’re bigger in Australia than Facebook’, claims News Corp as first audience numbers under new methodology are released

EmmaAustralia’s largest publisher News Corp has overtaken Facebook in monthly audience reach, new data from the newspaper industry-funded readership metric EMMA suggests.

Publisher numbers across the board have risen after a change to the methodology involved the Ipsos-powered readership survey combining with Nielsen’s new aggregated mobile and desktop data, Digital Reach (Monthly) to deliver a number combining print, desktop and mobile readership.

The numbers, released today, suggest News Corp’s various mastheads reach a combined print and digital audience of 15.965m Australians aged over 14. According to the same combined EMMA and DRM data, Facebook’s reach is 14.934m

News Corp issued a statement saying: “It’s official – our cross-platform audience is now bigger than Facebook’s. Today’s EMMA data, in combination with Nielsen’s new DRM confirms that no-one comes close to the reach and engagement that we have with Australians.”

Armstrong: “Fairfax’s digital network reached 10.8 million people”

Fairfax Media has also experienced boosts to its claimed reach – up to 12.9m Australians from 11.1m in December last year. However, the two numbers are not directly comparable because of the change in methodology. In December, EMMA numbers saw News Corp attributed a reach of 14.8m.

Fairfax’s commercial and marketing services director, Tom Armstrong was eager to push the strength of its combined digital and print audience. “Fairfax Media reached 12.m – or seven in 10 Australians aged 14-plus – in February, demonstrating the strength and scale of our network in reaching and engaging with audiences across print and digital platforms.

“Fairfax’s digital network reached 10.8 million people, which reflects the fast progress we have made in growing digital audiences.”

The publisher-funded readership metric EMMA has been around since August 2013 but has struggled to gain significant traction with media agencies with many preferring to trade on rival Roy Morgan Research’s numbers.

Facebook has been invited to comment.

Nic Christensen 


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