BRAND OVERVIEW

For over 150 years, the Fairfax Sport products have enabled Australian fans to satisfy their craving for the latest news, opinion and analysis. Like the evolution of sports equipment over the years, our products have evolved in their nature, yet they are still at the top of their game. No matter what sport drives your passions, Fairfax are able to deliver an editorial coverage that stands apart from any other. With our leading team of journalists and current and ex-player columns, Fairfax Sport consistently sets the agenda and allows our readers to be fully informed and consistently challenged by our thought-provoking coverage.

Sport in Print
With a proven history of providing the best news, opinion and analysis, our Sport sections in The Age and The Sydney Morning Herald are a must-read for those who wish to be fully informed about the world of sport. Our print products consistently set the agenda for the day’s news and provide quality commentary surrounding issues that stir the passions of fans, sponsors, administrators and players alike. By advertising within our print products, you can be guaranteed to reach an engaged and knowledgeable audience that can recognise products and services of quality.

Sport Digital Products
Whether the event is happening in Australia or the other side of the world, in the middle of the day or during the night, our sport digital products are able to bring you up-to-the minute scores and analysis across all of the Fairfax mastheads. With specialised sites such as Real Footy (AFL), League HQ (rugby league) & Rugby Heaven (rugby union) we have the winter codes covered, and with our leading team of writers providing comprehensive coverage of all other major sports, our readers can be informed all day, every day.

Demographics

Gender
63% Male
37% Female
Social Grade
  • 34% Social Grade A
  • 24% Social Grade B
  • 18% Social Grade C1
  • 14% Social Grade C2
  • 10% Social Grade DE
Income
  • 6% Less than $40,000 per year
  • 29% $40,000-$79,999 per year
  • 24% $80,000-$119,999 per year
  • 17% $120,000 or more per year
Lifestage
14% S.I.N.K.S
14% D.I.N.K.S
34% Families
30% Empty Nesters
Occupation
  • 10% Managers
  • 2% C-Suites
  • 20% Business Decision Makers
  • 6% Technical Trades
  • 4% Community & Personal Services
  • 6% Clerical & Administrative
Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Nov 2016 | Nielsen Online Ratings Nov 2016.

Print readership

  • Average Issue Readership
    921,000
  • Monthly Readership
    1,880,000
Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Nov NA | Figures are Average Issue Readership.
Source: *Average Issue Readership: Sportsday (SMH/AGE M-F), Weekend Sport (SMH/AGE Sat), Sport (Sunday AGE/Herald) All L4W Av. **Monthly Readership: Sportsday (SMH/AGE M-F), Weekend Sport (SMH/AGE Sat), Sport (Sunday AGE/Herald) All L4W Net

Total digital readership

  • Unique Audience
    1,427,000
  • Page Views
    9,406,000
  • Time Per Person (hh:mm:ss)
    0:10:56
Source: Nielsen Digital Ratings Monthly | Nov 2016.

Desktop readership

  • Unique Audience
    1,091,000
  • Page Views
    7,312,000
  • Time Per Person (hh:mm:ss)
    0:13:25
Source: Nielsen Digital Ratings Monthly | Nov 2016.
Source: Fairfax Sport Digital = smh.com.au/The Age Sport

Smartphone readership

  • Unique Audience
    262,000
  • Page Views
    1,296,000
  • Time Per Person (hh:mm:ss)
    0:01:52
Source: Nielsen Digital Ratings Monthly | Nov 2016.