Audience

• Numbers introduction
• Effectiveness
• Titles

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With a growing audience of 26 million highly engaged readers every day and more channels to utilise than ever before, news brands aren’t the medium of the past.

The latest data shows the public’s ongoing demand for trusted news amid a global coronavirus pandemic, a rise in disinformation and attacks on free speech. Find out more about the publishing industry’s world-leading joint industry currency, PAMCo.

If you want to know more about the PAMCo methodology, you can read our FAQs.

*National news brand readership

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Under 35s

Despite common misconceptions, news brands are popular with young people, 36% (5.8 million) of 15-34s consume news brands every single day — that’s more young people reading news brands than watching TikTok daily (4 million, 25% of 15-34s).

Since the start of the coronavirus pandemic, 77% of under 35s feel they have been made more aware of the value and importance of journalism in our society, with 68% agreeing that a world without journalism would harm democracy.

Read more about young people and news brands.

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Digital

With a digital daily readership of 20 million, news brands continue to provide brands with a quality environment from which to advertise.

Neuroscience results prove that a hard news environment delivers an incremental benefit to advertisers, with 50% higher engagement on premium editorial sites like news brands than during general free browsing.

*National news brand readership

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Print

21 million Brits read national news brands in print every month, just under half the population. According to the latest IPA TouchPoints Wave 2 2022, readers spend 1 hr 28 mins with their daily newspaper on the days they read.

*National news brand readership

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Time spent

Over the last few years, the media landscape has changed drastically and become very fragmented, with consumers spending more time with digital rather than non-digital channels.

The IPA’s TouchPoints data helps us show that despite this shift, the nation’s need for reliable information remains constant, with readers spending record levels of time with their national news brands

The latest IPA TouchPoints figures show that readers spend an impressive 1 hr 20 mins with their daily newspaper on the days they read, and an impressive 1 hr 40 mins with their Sunday papers.