Photo by Ajeet Mestry on Unsplash
Traditional media remains relevant despite the rise of digital markets, with two-thirds of Australians using multiple devices at once.
A survey from Nielsen Consumer & Media View (CMV) reveals that 84% (19 million) Australians watch TV each week, while radio brings in 65% (14.8 million).
More than nine in ten (94%) of Australians (21.3 million) use the internet weekly, with 85% (19.2 million) from a mobile device.
Nielsen’s pacific head of advanced analytics, Glenn Channell, said more Australians are multi-tasking, with screen attention moving away from a single-channel proposition.
"With Nielsen CMV Persona Packs, we can show how different audiences overlap across screens and speakers, helping campaigns cut through by combining reach with relevance."
Nielsen’s data also reveals social media habits.
Facebook leads with an audience reach of 72% followed by Instagram at 56%.
TikTok only brings in 27% but is becoming increasingly popular among younger audiences.
News coverage on live TV reaches 46% of Australians, 42% source their news from phones and 21% from radio.
Research shows that trust in news varies across platforms. The majority “triangulate” or pull news from multiple sources.
YouTube reaches 61% of Australians (13.7 million) and streaming dominates with 76% of the population (17.2 million) having a subscription to at least one platform.
Podcasts are rising in popularity with 29% (6.6 million) listening on Spotify, mainly in the mornings.
Podcasts and special interest publications such as true crime, news, comedy, or Australian Geographic are viewed as trusted, context-relevant environments that drive audience engagement.
However, Seven, Nine, and major radio networks lead morning commutes and primetime.
Digital channels,YouTube, 9Now, and 7plus, along with social platforms, like Instagram and TikTok, contribute to the 28% of Australians who report searching online after seeing an ad, highlighting the benefit of cross-platform campaigns.
Australians are most engaged with radio during the morning and drive-time commute.
While TV dominates in primetime and on weekends. Social media has a steady presence throughout the day.
Managing director of Nielsen Pacific, Monique Perry, highlighted the importance of ‘layering’ multiple channels to maximise engagement.
"In a market like Australia, brands can’t just pick one channel and expect impact," said Perry.
"The opportunity lies in layering, building mass awareness with TV and radio, then extending into the digital spaces where people really engage. That’s the key to building stronger connections."
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