Ipsos iris drops under-18s: News Corp reaches 16.7m, Domain reaches 7.4m in July

August 29, 2026 · mi-3.com.au

Ipsos iris released its first Australian digital audience figures under a new 18+ methodology in July, after removing 14- to 17-year-olds from measurement. News Corp Australia topped the rankings with 16.679 million adult Australians across its digital network, 2.6 million ahead of its nearest competitor and equal to 78.4 per cent of online adults. Domain's residential brands, domain.com.au and allhomes.com.au, reached a combined 7.4 million people and generated more than 40 million visits, while its commercial property audience hit 1.2 million. Total online audience for the month reached 21.3 million Australians aged 18 and over, each spending an average of 5.15 hours a day online, with news sites reaching 94.3 per cent of that population. News Corp managing director Pippa Leary said the company continues to reach "close to 80 per cent of Australians each month."

Audience benchmarks reset with this methodology change. Campaign plans built on News Corp or Domain reach figures from June or earlier need revalidating against the new 18+ base before renewal, since Ipsos itself says July figures cannot be compared with prior periods. Automotive advertisers gain a clearer read too: Ipsos logged 12.2 million Australians, 57.5 per cent of the online population, consuming automotive content in July, with the 45 to 54 age group spending the most time on the category, a useful signal for buyers targeting car finance, EV and hybrid vehicle campaigns. Agencies working with News Corp's news network or Domain's property audience should treat July as the new baseline for planning going forward.