News & Opinion

NRS PADD: Newsbrands reach 16m adults each day

The latest NRS PADD data for October 2016 to September 2017, shows that newsbrands reach 16 million adults each day. 

Newsbrands reach 90% of the British public every month, working out to 47.3 million adults across print, PC and mobile platforms (smartphone and tablet). Across print and PC, newsbrands reach 16 million adults each day (31%), 29.5 million adults each week (56%) and 35.7 million adults every month (68%). 

Mobile is the most popular platform, bringing in the highest amount of readers on a monthly basis, with 71% of the population (37.4 million) accessing newsbrands via their smartphones and tablets. Print takes second place, with over 13 million adults reading a newspaper every day (26%), 24.9 million every week (47%) and 30.8 million every month (59%).

Young people (18-34 year olds), are the largest consumers of newsbrands on a monthly basis, with 96% reading every month (13.7 million), 48% (6.8 million) every week and 22% (3.2 million) every day.

18-34s are also reading newsbrands the most across mobile platforms, with 91% accessing via their smartphones and tablets every month (13.1 million) – they’re 29% more likely than the average person to do so.

Newsbrands are a prime medium for reaching a high-income audience. 61% of ABC1s (17.8 million) and 68% of chief income earners with an annual net income of over £70,000 (1.1 million) read newsbrands every week, along with 57% of main shoppers (21.8 million).

With a multi-platform audience of just under 30 million every month, the Daily Mail is the most read newsbrand. The title’s mobile audience comes in second with 21.8 million readers every month.

The Sun has the largest mobile audience – 22.2 million people. The title also has the second largest audience overall, reaching almost 29 million people across print, PC, mobile phone and tablet.

Metro is the biggest print brand, with 10.5 million monthly readers and 20.6 million readers across all platforms.

With the inclusion of digital, The Telegraph has witnessed the largest incremental increase to print (+629%), giving the title just under 25 million total monthly readers. Likewise, during this period the Guardian’s total net brand reach is also just under 25 million and digital platforms add an additional 540% to print reach across a month.

Independent.co.uk has a monthly PC audience of 4.2 million. Combined with its mobile readers, the digital-only title’s reach more than triples to 17.9 million, a rise of 329%.

The Daily Mirror showed an incremental uplift to its print reach of 17%, 40% and 67% on a daily, weekly and monthly basis respectively, with the inclusion of PC, during the 12 month period. The monthly figure rises to an impressive 411% by including mobile, giving the title a total audience of 24.1 million.

The Times’ print audience stands at 4.1 million readers. With the inclusion of PC and mobile the title witnesses an incremental increase of 75% in its multi-platform audience, taking its monthly readership to 7.1 million.

The London Evening Standard's mobile readers make up two thirds of the title's total audience, which stands at 12.5 million readers a month.

Likewise 37% of i readers consume its content via smartphones and tablets; that’s 1.1 million readers.

 

Monthly newsbrand readership (Print, PC and Mobile) 000s
Title Print PC Print + PC Mobile Print + Digital Increase with PC  Increase with Mobile
Daily Express 2,355 4,159 6,344 8,002 12,907 169% 103%
Daily Mail 7,979 6,244 13,072 21,826 29,697 64% 127%
Daily Mirror 4,716 3,466 7,875 19,149 24,078 67% 206%
Daily Star 2,160 1,213 3,337 3,691 6,522 54% 95%
i 1,699 290 1,973 1,096 2,939 16% 49%
Independent N.A 4,175 4,175 15,220 17,923 N.A 329%
London Evening Standard 5,041 1,660 6,312 8,319 12,458 25% 97%
Metro 10,496 2,325 12,066 12,526 20,567 15% 70%
The Daily Telegraph 3,416 6,722 9,339 19,203 24,886 173% 166%
The Guardian 3,896 7,060 9,636 19,608 24,946 147% 159%
The Sun 9,016 3,512 11,951 22,200 28,772 33% 141%
The Times 4,076 874 4,815 3,102 7,129 18% 48%

 

Weekly newsbrand readership (Print and PC) 000s
Title Print PC Print + PC Increase with PC 
Daily Express 1,561 1,666 3,195 105%
Daily Mail 5,686 2,962 8,247 45%
Daily Mirror 3,179 1,342 4,448 40%
Daily Star 1,458 552 2,000 37%
i 994 136 1,125 13%
Independent N.A. 1,720 1,720 N.A
London Evening Standard 3,347 657 3,887 16%
Metro 6,807 898 7,521 10%
The Daily Telegraph 2,142 2,669 4,596 115%
The Guardian 2,198 3,930 5,655 157%
The Sun 6,795 1,400 8,029 18%
The Times 2,380 370 2,716 14%


 

Daily newsbrand readership (Print and PC) 000s
Title Print PC Print + PC Increase with PC 
Daily Express 808 359 1,165 44%
Daily Mail 2,974 746 3,654 23%
Daily Mirror 1,541 261 1,798 17%
Daily Star 738 136 873 18%
i 488 13 501 3%
Independent N.A. 353 353 N.A
London Evening Standard 1,597 134 1,721 8%
Metro 2,973 174 3,131 5%
The Daily Telegraph 1,101 533 1,610 46%
The Guardian 868 1,350 2,133 146%
The Sun 3,417 282 3,681 8%
The Times 1,072 90 1,155 8%

 

Daily newsbrand readership (Print and PC) 000s

Source: NRS PADD Oct 2016 - Sep 2017

Weeky newsbrand readership (Print and PC) 000s

Source: NRS PADD Oct 2016 - Sep 2017

Monthly newsbrand readership (Print, PC and Mobile) 000s

Source: NRS PADD Oct 2016 - Sep 2017

 

This NRS data release, covering data periods October 2016 – September 2017, marks the third quarter which blends NRS and AMP print readership data. This data is based on 25% NRS print data and 75% AMP print data and is the last of three blended data releases across 2017.  This latest release continues to demonstrate the almost ubiquitous coverage of published media with 94% of GB adults consuming magazine media and newsbrand content each month on print, PC and mobile. The proportion of AMP data in the currency will gradually increase until the first full 100% AMP data set is released in Spring 2018.

Due to the different methodologies, the PAMCo Board have mandated that NRS and AMP data should not be compared for commercial or marketing purposes. This means that from Q1 2017 data release onwards, the data should not be compared with previous periods of NRS data. Also, individual periods should not be broken out to compare NRS and AMP data for commercial or marketing purposes.

by Zainab Pirzada 18/12/17

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