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NRS: Digital doubles daily reach of newsbrands

The latest NRS data for April 2016 to March 2017, shows that digital newsbrands double the daily reach of print. 

Across platforms (including mobile), newsbrands reach 47.5 million adults a month (91%) in Great Britain. Via print and PC, newsbrands reach just under 20.7 million adults each day (40%), 32.8 million adults each week (63%) and 37.6 million adults every month (72%).

Mobile brings in the highest amount readers, with 70% of the population (37 million) accessing newsbrands via their devices every month. Print takes second place, with just over 14 million adults reading a newspaper every day (27%), 26.2 million every week (50%) and 32.6 million every month (62%)

Millennials are the largest consumers of newsbrands on a multi-platform basis, with just under 14 million (97%) of young people reading newsbrands every month. More than a third (5.1 million) access newsbrands across print and digital devices on a daily basis and 56% (8.4 million) on a weekly basis. Similarly, 93% of millennials (13.3 million) read newsbrands via mobile and they’re 32% more likely than the average person to do so. 

In addition, newsbrands continue to be a prime medium for reaching a high-income audience. 68% of ABC1s and 76% of chief income earners with an annual net income of over £70,000 read newsbrands every week along with 63% of main shoppers.

The Daily Mail has the largest multiplatform audience of 31.4 million readers every month. The title also boasts the highest number of mobile users with 22.7 million readers. The Sun has the second largest audience reaching almost 29 million people across print, PC, mobile phone and tablet.

With 10.6 million monthly print newspaper readers and just under 20 million readers across all platforms, Metro is the biggest print brand. 

During this period, The Telegraph witnessed the largest incremental increase (+571%) in its audience with the inclusion of digital, giving the title 24.6 million total monthly readers. Meanwhile, in this release the Guardian’s total net brand reach is 24 million and digital platforms add an additional 512% to print reach across a month

Independent.co.uk has a monthly PC audience of 4.5 million. Combined with its mobile readers, the digital-only title’s reach more than triples to 19.1 million, a rise of 326%.

The Daily Mirror showed an incremental uplift of of 23%, 48% and 69% 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 392% by including mobile, giving the title a total audience of 26.1 million.

Over a third of The Times' audience comes through mobile, that's 2.3 million readers. Likewise, the London Evening Standard's mobile readers make up more than two thirds of the title's total audience which stands at just under 13 million readers a month. 

For downloadable charts, check out our Market Overview section.

 

Daily newsbrand readership (Print and PC) 000s
  Print PC Print + PC(Net) PC adds to print Increase with PC %
Daily Express 838 385 1,216 378 45%
Daily Mail 3,215 1,361 4,443 1,228 38%
Daily Mirror 1,691 406 2,083 392 23%
Daily Star 769 214 980 211 27%
i 475 17 491 17 3%
London Evening Standard 1,658 177 1,819 161 10%
Metro 3,028 192 3,201 173 6%
The Daily Telegraph 1,171 630 1,768 597 51%
Independent.co.uk 0 418 418 418 N/A
The Guardian 898 1,199 2,015 1,116 124%
The Sun 3,653 373 3,998 346 9%
The Times 1,049 125 1,168 119 11%

 

Weekly newsbrand readership (Print and PC) 000s
  Print PC Print + PC (Net) PC adds to print Increase with PC %
Daily Express 1,686 1,551 3,188 1,503 89%
Daily Mail 6,289 4,172 9,820 3,531 56%
Daily Mirror 3,504 1,799 5,181 1,677 48%
Daily Star 1,536 786 2,302 766 50%
i 989 102 1,083 94 10%
Independent.co.uk 0 1,892 1,892 1,892 N/A
London Evening Standard 3,548 840 4,236 688 19%
Metro 7,111 977 7,864 753 11%
The Daily Telegraph 2,231 2,927 4,901 2,670 120%
The Guardian 2,189 4,035 5,766 3,577 163%
The Sun 7,125 1,745 8,647 1,522 21%
The Times 2,369 424 2,745 377 16%

 

Monthly newsbrand readership (Print, PC, Phone and Tablet) 000s
  Print PC Print + PC (Net) PC adds to print Increase with PC % Mobile Print + PC + Mob (Net) Mobile adds to print and PC  Increase with digital %
Daily Express 2,578 3,427 5,833 3,255 126% 9,107 13,453 7,620 422%
Daily Mail 9,140 7,684 15,116 5,976 65% 22,677 31,354 16,239 243%
Daily Mirror 5,312 4,115 8,988 3,677 69% 20,718 26,143 17,155 392%
Daily Star  2,274 1,623 3,832 1,558 69% 5,027 8,122 4,290 257%
i 1,776 226 1,984 208 12% N/A N/A N/A N/A
independent.co.uk 0 4,493 4,493 N/A N/A 16,355 19,143 14,650 N/A
London Evening Standard  5,160 2,039 6,674 1,514 29% 8,837 12,912 6,238 150%
Metro  10,576 2,509 12,319 1,743 16% 11,282 19,684 7,365 86%
The Daily Telegraph 3,671 7,017 9,760 6,089 166% 18,644 24,616 14,856 571%
The Guardian 3,953 7,781 10,278 6,324 160% 18,238 24,177 13,899 512%
The Sun  9,623 4,096 12,984 3,361 35% 21,572 28,807 15,823 199%
The Times 4,093 868 4,806 713 17% 2,253 6,353 1,547 55%

 

Daily newsbrand readership (Print and PC) 000s

Source: NRS PADD Apr 2016 - Mar 2017

Weekly newsbrand readership (Print and PC) 000s

Source: NRS PADD Apr 2016 - Mar 2017

Monthly newsbrand readership (Print and PC) 000s

Source: NRS PADD Apr 2016 - Mar 2017

Please note: Q1 2017 NRS data marks the first release which blends NRS and AMP print readership data. This release covers the period from April 2016 to March 2017 and is based on 75% NRS print data and 25% AMP print data.

NRS data will now be published with an incremental proportion of AMP data for each subsequent quarter in 2017. Print data will be blended from NRS and AMP samples, whilst the NRS PADD style fusion will still be used to deliver digital audience estimates.

The first 100% AMP dataset covering the period of January 2017 to December 2017 will be released in February 2018. The 100% AMP data sets will allow the market to plan de-duplicated reach and frequency campaigns across all platform for the first time, enabling publishers to properly commercialise their huge mobile audiences.

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 26/06/17

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