A data profile of the people who buy, follow and care about Local news in Australia — modelled from more than twelve digital signal sources. Local news has an estimated audience of 3,841,587 people in Australia.
The average Local news fan in Australia is 44.5 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Queensland, Victoria.
Top brand affinities include Breaking news, Saltwater fish, News broadcasting, with strongest over-indexing on Breaking news (9.98× the country average).
Demographically, the Local news audience skews balanced with an average age of 44.5, and over-indexes on personality traits such as Patriotism, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Local news fan in Australia is balanced, around 44.5 years old, with strong Patriotism tendencies and a notable affinity for Breaking news.
The key figures that characterise the Local news profile in Australia.
54.6% are female, 45.4% are male, average age 44.5.
| Metric | Value |
|---|---|
| Female | 54.6% |
| Male | 45.4% |
| Average age | 44.5 |
| Estimated audience size | 3,841,587 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 34% |
of the worldwide Local news audience comes from Australia.
| Country | Share |
|---|---|
| United States | 34.1% |
| India | 8.0% |
| United Kingdom | 6.4% |
Where the Local news audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~1M | 1.31× | |
| 02 | Tasmania | ~100K | 1.28× | |
| 03 | New South Wales | ~2M | 1.26× | |
| 04 | Western Australia | ~400K | 0.95× | |
| 05 | Victoria | ~1M | 0.94× | |
| 06 | Northern Territory | ~30K | 0.92× | |
| 07 | South Australia | ~300K | 0.90× | |
| 08 | Australian Capital Territory | ~70K | 0.85× |
The strongest cross-interests of the Local news audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cave painting | Topic | 21.83× | ||
| 02 | Saltwater fish | Pets & Animals | 20.46× | ||
| 03 | Funny Photo's | Website / Newspaper / Magazine | 15.17× | ||
| 04 | Breaking news | Movies & TV | 9.98× | ||
| 05 | Computer virus | Technology & Electronics | 8.04× | ||
| 06 | Live television | Movies & TV | 4.95× | ||
| 07 | Angela White (athlete) | Movies & TV | 4.30× | ||
| 08 | News broadcasting | Business & Career | 2.95× | ||
| 09 | Sustainable energy | Home & Garden | 2.77× | ||
| 10 | Engraving | Home & Garden | 2.51× | ||
| 11 | Wikipedia | Internet & Social Media | 2.28× | ||
| 12 | All-news radio | Music & Radio | 2.16× | ||
| 13 | Bureau of Meteorology | Home & Garden | 1.97× | ||
| 14 | ABC News (Australia) | Movies & TV | 1.81× | ||
| 15 | Broadcasting | Movies & TV | 1.76× | ||
| 16 | Spotlight (software) | Technology & Electronics | 1.75× | ||
| 17 | Claude | Technology & Electronics | 1.71× | ||
| 18 | Kmart | Shopping | 1.60× | ||
| 19 | Household | Home & Garden | 1.55× | ||
| 20 | Australia Post | Business & Career | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.56× | |
| Individualism | JOY | 1.52× | |
| Sustainability | BALANCE | 1.51× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.79× | |
| Luxury Orientation | PREMIUM | 0.91× | |
| Design Affinity | PREMIUM | 0.93× |
Local news has an estimated audience of 3,841,587 people in Australia, concentrated in New South Wales and Queensland.
54.6% of Local news fans are female, 45.4% are male, with an average age of 44.5 years.
Local news fans show strongest brand affinity for Breaking news (9.98×), Saltwater fish (20.46×), and News broadcasting (2.95×) over the country average.
Local news fans in Australia are most concentrated in New South Wales (reach ~2M), Queensland (reach ~1M), and Victoria (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Local news itself, the audience over-indexes on Saltwater fish (20.46×), News broadcasting (2.95×), Live television (4.95×), and Bureau of Meteorology (1.97×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Local news. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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