Newspaper Readership Survey Results 14th August

Newspaper Advertising Bureau

MEDIA RELEASE – NEWSPAPER READERSHIP SURVEY RESULTS THURSDAY 14TH AUGUST 2003

In a highly competitive and increasingly fragmented media environment, daily newspapers continue to consolidate their position as a key source of information and entertainment for New Zealanders.

On a typical day, 1,664,000* New Zealanders aged 15 years plus will read a daily newspaper. Each week, 81% of people 15+ will read at least 1 daily newspaper, which is an increase of 59,000 compared with the same survey period last year**.

The metropolitan newspapers have shown the strongest growth, reaching over a million (1,178,000) readers, an increase of 35,000 on the same survey period last year**. However, regional newspapers continue to perform well and within the Northern region have also experienced an increase in the number of readers.

Strong readership levels amongst all the key demographic groups continue, with reach levels of 60% for men aged 20+ and 55% for women 20+. The importance of newspapers as a medium for fast moving consumer goods manufacturers and retailers has been reinforced, with further increases in readership amongst household shoppers (up 14,000 on the last survey). Penetration into the higher income and top socio economic groups also remains at very high levels. Seventy-four percent of those with a personal income of $60K+, and 61% of those in the top 3 socio-economic segments are reading their daily newspaper on a typical day.

“With the extent of new media that have entered the New Zealand marketplace over the last decade, it is exciting to see that daily newspapers have been able to innovate over this time in order to continue to meet readers’ evolving needs”, says new NAB Research Manager Sheila Berry. “This shows that newspapers are in touch with their readers and as a result continue to provide an extremely effective environment for advertisers”.

Key Daily Newspaper Facts

Key Fact July 02 – June 03
Average Issue Readership
All Daily Newspapers 1,664,000 (55%)
Metropolitan Daily Newspapers 1,178,000 (39%)
Household Shoppers 1,141,000 (56%)
Personal Income $60K+ 144,000 (74%)
Top 3 Socio-Economic Groups 748,000 (61%)
Weekly Coverage
All Daily Newspapers 2,425,000 (81%)

Sources:
* Latest Survey Nielsen Media Research National Readership Survey – All People 15+ years (July 2002-June 2003)
** Comparison with Nielsen Media Research National Readership Survey – All People 15+ years (July 2001- June 2002)

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