News & Opinion

National newsbrands’ reach continues to grow

Latest PAMCo data shows that 25 million people are reading newsbrands every day, as digital readership surges. 

Newsbrands' digital readership is up 12% year on year as an extra 1.8 million people access every day.

Given the current news agenda, this growth shows that people are continuing to turn to established news sources and professional journalists to make sense of the world around them.

A year on from PAMCo's launch – allowing advertisers to fully realise newsbrands' multi-platform reach – the latest data shows that a total of 25 million people are reading a newsbrand every day.

With readership telling a story of audience growth and platform evolution, PAMCo is a vital currency that truly reflects the ways in which consumers are reading newsbrands today.

As Vanessa Clifford, Newsworks' CEO, says: "In order to effectively capitalise on newsbrands' huge reach, audience-based planning needs to take precedence over platform-centric planning. It's time for us to break down siloed thinking and use PAMCo to plan more holistically. In light of this, newsbrands' cross title ad package Impact is a powerful proposition for brands wanting to easily tap intp newsbrands' vast, engaged readership in one go, regardless of platform."

To put newsbrands' scale in perspective, they reach 44.5 million a week in total, more than Facebook and Google's total UK weekly reach of 38 million and 38.5 million respectively.

In total, 17 million people are reading newsbrands' content via digital platforms every day, with 14 million consuming via mobile daily.

Newsbrands' innovation in the mobile space is making their content more accessible than ever, with year on year uplifts in mobile readership for the majority of titles. Compared to 2018, The Guardian has boosted its mobile audience by 900,000 readers, MailOnline by 451,000, The Sun by 333,000 and The Times by 150,000.

Meanwhile, among young people, 6.6 million 16-34 year olds are reading newsbrands across platforms on a daily basis. This works out to almost 12 million a week, compared to the 7.4 million 16-34s watching videos online and 7.7 million streaming music weekly.

You can view the all the latest data on our readership page

This release includes data from PAMCo 1 2019 (January 2018-December 2018) and TouchPoints 2018.


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