News Limited delivers second Sectional Reader Study
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.
For more information on Newspaper Sectional Research please contact your News Limited representative.
Some interesting facts uncovered about our sections include:
| > Confidential | More women read Confidential than the leading weekly women's magazine. |
| > Body + Soul | Health and wellbeing is important to women with 90% of our Sunday female readers dedicating time to enrich their lives with body+soul every week. |
| > News | News Limited metropolitan newspaper readers commit 45 minutes of their day absorbing the newspaper content. |
| > Sport | Victorian men spend more time reading the sport section than any other state. |
| > Escape | For those intending to travel Escape is an important source of information, spending 16 minutes reading it every week. |
| > Your Money | Both men and women find personal finance important with 82% of Your Money readers finding the content interesting and involving. |
| > TV Guide | More Australians still get their weekly entertainment information from the TV Guide than any other source. |
| > Hit. | Hit. Reaches over 2 million readers each week – more readers than the leading weekly women's magazines Women's Day, Women's Weekly and New Idea. |
| > Switched On | Reaches the equivalent of 2.4 million readers – more than the average audience of Junior Masterchef launch, Dancing with the Stars and Australia's Got Talent. |
| > Taste | Taste reaches more female grocery buyers every week than the leading women's magazines, and FTA television programmes 'Packed to the Rafters' and episode 1; 'Underbelly, The Golden Mile'. |
| > Cars Guide | Males aged 18-24 spend 12.5 minutes reading Cars Guide and over 40% intending to buy a new car in the next 6 months* |
| > Home | Home Magazine has 3 times the audience of leading home shows, and readers spending an average of 10.4 minutes with it each week. |
| > Men | Health and wellbeing is important to male readers who spend over 10 minutes on average with body+soul every week. |
| > The Australian | Readers spend over an hour with The Weekend Australian every week. |
| > Women | 88% of our female readers think Travel & Indulgence in The Weekend Australian is important to them and spend almost 20 minutes reading the section each week. |
To help media planners and strategists get the best use of the rich database we're providing full and unrestricted access to conduct your own deep analysis and mine information specific to your client's brands and audiences.
Speak to your News Limited representative for an overview of the study or a tailored presentation relevant to your client's advertising sector.
Read related coverage from The Australian: 'News, TV and travel top sectional readership study'
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