News Ltd reveals more sectional readership data
News Ltd has published further findings from its research into readership habits of its various newspaper sections. The move comes seven months after the publisher launched its sectional research.
The announcement:
News Limited has delivered on their promise of expanding their Newspaper Sectional Reader study which reveals some spectacular audience results for Taste, Switched On, Hit, Real Estate and Carsguide.
Tony Kendall, Director Sales News Limited said, “The market place asked for accountability and we’ve invested heavily in this national study over two waves to deliver transparency to advertisers and assist planners with useful, insightful information of our readers’ involvement with our sections, as well as quantifying our significant audience sizes.
“The numbers are enormous, Taste in print delivers a weekly audience of 1.9 million grocery buyers, which is 25% bigger than Woman’s Day, 13% larger than Women’s Weekly, and 70% more than the grocery buyer audience of New Idea.
“And compared to FTA TV, Taste delivers a grocery buyer audience almost 800,000 greater than the average audience of 2010’s highest rating dramas, Episode 1 of ‘Underbelly: The Golden Mile’ and ‘Packed to the Rafters’.**
“The research also shows our entertainment section Hit. reaches almost 2 million readers every week and is important to busy, socially active young females who spend almost 9 minutes on average reading it. Hit. reaches 20% more 18-39 year old females than Who Weekly.
The second wave of research builds on the results of the first Newspaper Sectional Readership study released in 2010 and not only gives advertisers a clearer understanding of our sections’ significant audience sizes but also how our readers connect with the content in News Limited newspaper sections.
Now, planners and advertisers will have a deeper understanding across all News Limited Newspaper Sections, of how readers engage with the content they seek, including how long and how often they spend with each section published throughout the week. News Limited can define specific audiences for each of their major sections, along with content of most importance and interest.
The results of the study provide support to the powerful loyalty readers have and quantifies time spent reading per section across the week. The study conducted by Newspoll across metropolitan and national daily and Sunday mastheads gained responses from almost 14,000 readers and a multitude of new insights.
“We’re confident the market will support this second study of sectional readership quantifying the scale and quality of our new and rejuvenated sections.
“Media Planners in agencies will be provided with an updated database to conduct their own deep analysis and mine information specific to their client’s brands and audiences.
John McGourty, Editor National Features News Limited said “Our rejuvenated features sections set out not just to entertain our readers but to inform and inspire them – offering solutions to their already busy lives.
“This readership study shows we’ve engaged our audience on a deeper level, making a significant difference to their world.
Source: News Ltd press release
