Time spent consuming sports content doubles in March as footy season kicks off – Ipsos iris data


Major news events see more than 20 million people use a news website or app in March

27 April 2023 – The opening rounds of the AFL and NRL footy season saw time spent per person consuming online sports content double in March to 74 minutes on average a month, up from 35 minutes in February, according to Ipsos iris, Australia’s new digital audience measurement currency endorsed by the IAB Australia.

In the sports category, more than 12.4 million people used a sports website or app last month and the total audience grew by 4.3% over February.

The chart below shows the Sports brands’ ranking during March 2023 by online audience size.

Major news events such as the NSW election, opening rounds of the NRL and AFL footy season and Oscars buzz saw more than 20 million (20.3 million) people use a news website or app during the month of March.

Australians spent more than 5.5 hours during March consuming online news content.

The News category includes audience and time spent online on both general news and broader news content including weather, sport, lifestyle, entertainment, and business news.

Men spent 25% more time consuming news content than women in March, while people aged 65+ spent the most time consuming news content at 9.5 hours for the month, closely followed by 55-64 year olds who spent almost nine hours consuming news.

The chart below shows the News brands’ ranking during March 2023 by online audience size.

Ipsos iris, which officially launched in March, provides accurate data about the 21 million Australians aged 14+ who access a wide variety of digital content and services across smartphone, PC/laptop and tablet devices.

Overall, Australians aged 14+ spent 3.5 hours per day, or more than 107 hours, online on a PC/laptop, smartphone, or tablet device in March, and this is on par with time spent per day the month prior.

The most consumed online categories by total audience size in March included social networking (21 million), technology (20.8 million), search (20.8 million), retail & commerce (almost 20.7 million), entertainment (20.6 million), finance (20.4 million) and news (20.3 million).

The Ipsos iris data also found that people aged between 25-39 were the largest cohort online, while people aged between 55-64 spent the most time online in March.


Notes for editors:

  • Ipsos iris is an independent source of truth for the media industry providing a level playing field for comparison of audience reach and characteristics and supporting the $14.2 billion Australian online advertising market*.
  • Ipsos iris provides accuracy in solving cross-device deduplication, the biggest challenge in measuring online audiences, using a single-source multi-device panel measuring activity on 8,000 smartphone, PC, laptop and tablet devices
  • Ipsos iris provides accurate data about the number of people who visit the content of digital publishers and platforms, along with the frequency of visits and time spent by tracking digital audience behaviour across desktop/laptop, smartphone, and tablets.  It uses a hybrid methodology that combines metered data from a high quality, nationally representative, single-source passive panel with site-centric census measurement via media owner tagging.
  • Later this year CTV audience currency integration from a data partnership with OzTAM will provide total unduplicated digital audience currency data for CTV, smartphones, tablets, and computers.
  • Ipsos iris is fully privacy compliant and cross-media ready and will continue to evolve with a roadmap of enhancements over 2023 and beyond. It will also be adaptable to changing requirements as the industry develops in future years.
  • The launch of Ipsos iris with monthly data from January 2023 was the culmination of extensive work by the IAB and its Measurement Council that commenced in early 2021 with a strategic review of industry requirements. Ipsos was awarded the IAB’s endorsement, having best met the standards on criteria across all areas of product along with criteria for operations and a future roadmap.
  • Further information can be found at: https://iris-au.ipsos.com/


*Source: IAB Australia Online Advertising Expenditure Report (OAER CY2022) prepared by PwC Australia