Overall, the big news coming from the NRS PADD is that newsbrands reach 91% (47 million) of the UK population every month across all their platforms. Print is still very popular with 66% of the population reading print newspapers on a monthly basis. However, they reach a massive 75% of that 47 million people across digital platforms every month.
The data broken down shows that newsbrands reach:
- Just under 39 million adults each month (75%)
- 32.8 million adults each week (63%)
- Over 18 million adults every day (36%)
- With the inclusion of mobile (smartphone and tablet), this number rises to 47.3 million adults a month (91%)
Interestingly for advertisers, 15-24 year olds are the biggest consumers of newsbrands across all platforms, with 97% accessing them monthly. Plus, newsbrands continue to be a great way for advertisers to reach high-income audiences, as 98% of chief income earners reach newsbrands every month.
Here are a few points that we’ve summarised for newspapers and magazines…
- Newsbrand digital offerings are helping titles tap into non-traditional audiences, The Telegraph print offering reaches 5% of 15-24’s whilst their digital offering hits 82% of the same bracket.
- The Daily Mail remains the most popular newsbrand overall with a readership of over 30 million readers across all platforms a month. However, the most popular newsbrand in print is The Sun with nearly 11 million people reading a printed copy every month.
- The Daily Telegraph has taken its total print and digital readership to almost 27 million, which has largely been driven by mobile.
- The Independent, which became and online-only publication in March 2016, has produced a significant increase in online readership after declining print sales led the paper to close. With a readership of 21 million, this number has also been driven by mobile growth.
- The vast majority of online growth is now coming from mobile sources. This may be due to the trend of oversized mobile phones taking on the role of the tablet. The Guardian has the highest mobile audience, with 22.5 million users accessing via smartphones and tablets.
- The Times being behind a paywall means it didn’t experience the Brexit boost as seen by other titles however, their effective way of monetising its audience also means that they are highly unlikely to experience a post-Brexit slump. In fact they are they are the first behind-the-paywall Newsbrand to make a profit, proving people are more willing to pay for quality insight rather than just breaking news.
- Of the 14 titles surveyed for the most recent study, half of the titles drew the largest portion of their audience from print publications and the other half for digital.
- BBC Good Food remains the best performing magazine brand that has a combined readership of 8.1 million with mobile being the majority of that figure.
- Heat Magazine changed the URL of its digital offering, which in turn lead to a significant slump in readership from the previous period.
- Northern and Shell’s Ok! Magazine has bucked the mobile growth trend by tripling its PC audience to nearly 1.1 million over the period.
- As with newspapers, mobile continues to play an integral role in readerships and associated growth.