Friday, August 10th, 2012 - Roy Morgan Research
Of the 8.24 million Australian television viewers of the Summer Olympic Games, 5.69 million (69%) read the Sport section in the newspaper. This represents the total number of Australians aged 14+ years that almost always/occasionally watch the Summer Olympic Games on television and have some level of interest in reading about Sport in the newspaper, according to Roy Morgan Single Source data for the 12 months to March 2012.
 
Some 42% of Summer Olympics television viewers usually read the Sport section in the newspaper (compared to 33% of the Australian population aged 14+).

While 44% of Australians 14+ say that they never read the Sport section in the newspaper, this is true for less than one third of Summer Olympics television viewers.


Newspaper Topic Involvement: Sport


Source: Roy Morgan Single Source, April 2011 – March 2012 (n = 19,641). Note: ‘Usually read Sport in the newspaper’ comprises Australians 14+ who ‘especially choose to read Sport’ in the newspaper and those who are ‘interested and read sport when I have time’. ‘Summer Olympics TV Viewers’ comprise Australians 14+ who ‘almost always’ or ‘occasionally’ watch the Summer Olympic Games on television.

Compared to the Australian population aged 14+, Summer Olympics television viewers are actually 29% more likely to usually read the Sport section in the newspaper and 30% less likely to never read it.


Summer Olympics TV Viewers: More/Less likely to read the Sport section of the newspaper


Source: Roy Morgan Single Source, April 2011 – March 2012 (n = 19,641). Note: ‘Usually read Sport in the newspaper’ comprises Australians 14+ who ‘especially choose to read Sport’ in the newspaper and those who are ‘interested and read sport when I have time’. ‘Summer Olympics TV Viewers’ comprise Australians 14+ who ‘almost always’ or ‘occasionally’ watch the Summer Olympic Games on television.

The data also reveals that nearly one quarter of Summer Olympics television viewers “really enjoy reading Sport” in the newspaper; in fact they are 34% more likely to “really enjoy reading Sport” when compared to the Australian population aged 14+.


George Pesutto, General Manager – Media & Communications, Roy Morgan Research says:
 
"Even well before the Olympics this year, those Australians who say they watch the Games on television were more likely to have a greater involvement in reading about Sport in the newspaper.

“With the London Olympic Games now well underway we would expect to see a corresponding lift in newspaper readership, particularly around Sport, as Australians’ interest in sport peaks around this time.”


An extensive range of detailed Roy Morgan Consumer Profiles includes Olympic Games Viewers plus a range of Sport Profiles including Sport Participators, Sport Spectators, Sport Supporters and Sport Viewers.

An extensive range of detailed Roy Morgan Media Profiles across the Internet, social media, television, pay TV, radio and more provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.


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