NRS PADD newspapers: Times readers still prefer print

26 Jun 2017  |  Ellen Hammett 
NRS PADD newspapers: Times readers still prefer print

The latest NRS audience measurement figures for the newspaper market have been released today, blending NRS and AMP print readership data for the first time.

The data for the first quarter of 2017 covers the period from April 2016 to March 2017, and is based on 75% NRS print data and 25% AMP print data.

AMP - Audience Measurement for Publishers - is the new currency for published media in the UK. Set to launch early next year, AMP produces de-duplicated brand reach data across mobile, tablet, pc and print.

The new findings, released by PAMCo, the body that oversees the data, reveal that it is now only The Times that has a readership dominated by print, with mobile the breadwinner for the rest of the surveyed titles.

Of The Times' 6.4 million-strong audience, 4.1 million of those come from print, while 2.3 million are on mobile.

Metro is the only title with a fairly even split between print and mobile - 10.6 million and 11.3 million, respectively.

For online-only Independent, which has a total audience of 19.1 million, almost 16.4 million of those come from mobile and the rest are on PC.

The Telegraph and Guardian's readership split across print and digital is almost identical. 18.6 million of The Telegraph's 24.6 million total are on mobile, while 18.2 million of the Guardian's 24.2 million are on mobile.

While, most of the Daily Mail's audience are on mobile (22.7 million out of 31.4 million), it also has a solid PC audience of 7.7 million and a print readership of 9.1 million.

Similarly, of the Sun's 28.8 million, 21.6 million are on mobile, 4 million on PC and 9.6 million in print.

“The first of our blended NRS data sets shows the almost ubiquitous coverage of published media, with mobile almost equalling print in terms of monthly reach," said Simon Redican, chief executive of PAMCo.

"Whilst 2017 will be a period of transition between NRS and AMP data sets, the robust data produced will enable the market to continue to plan and trade with confidence.”

Due to the different methodologies, the PAMCo board has 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, and Newsline has not made any comparisons with any previous results in this article.


Click here for an update on the magazine market

NRS PADD (Apr16-Mar17 integrated with comScore Mar2017)
Net Print/PC and Mobile Total Total Print Total PC Total Mobile
000s 000s 000s 000s
The Daily Telegraph / telegraph.co.uk 24,616 3,671 7,017 18,644
The Guardian / theguardian.com 24,177 3,953 7,781 18,238
No Print Publication / independent.co.uk 19,143 n/a 4,493 16,355
The Times / thetimes.co.uk 6,353 4,093 868 2,253
Daily Express / express.co.uk 13,453 2,578 3,427 9,107
Daily Mail / dailymail.co.uk 31,354 9,140 7,684 22,677
Daily Mirror / mirror.co.uk 26,143 5,312 4,115 20,718
Daily Record / dailyrecord.co.uk 4,916 1,115 716 3,836
Daily Star / dailystar.co.uk 8,122 2,274 1,623 5,027
The Sun / thesun.co.uk 28,807 9,623 3,969 21,572
London Evening Standard / standard.co.uk 12,912 5,160 2,039 8,837
Metro / metro.co.uk 19,684 10,576 2,509 11,282
The Scotsman / scotsman.com 1,411 318 475 781
Source:NRS
NRS PADD (Apr16-Mar17 integrated with comScore Mar2017)
Net Print & PC Total Net Print & Mobile Total Net PC & Mobile Total Print Only (and not PC or Mobile) PC Only (and not Print or Mobile) Mobile Only (and not Print or PC) Increase PC & Mobile adds to Print Increase Mobile adds to Print & PC
000s 000s 000s 000s 000s 000s % %
The Daily Telegraph / telegraph.co.uk 9,760 20,763 22,981 1,635 3,853 14,856 570.6 152.2
The Guardian / theguardian.com 10,278 19,997 23,070 1,107 4,180 13,899 511.5 135.2
No Print Publication / independent.co.uk 4,493 16,355 19,143 n/a 2,788 14,650 n/a 326.1
The Times / thetimes.co.uk 4,806 5,775 2,923 3,430 578 1,547 55.2 32.2
Daily Express / express.co.uk 5,833 11,215 11,456 1,997 2,238 7,620 421.8 130.6
Daily Mail / dailymail.co.uk 15,116 27,910 27,010 4,344 3,445 16,239 243.0 107.4
Daily Mirror / mirror.co.uk 8,988 23,909 23,176 2,967 2,234 17,155 392.2 190.9
Daily Record / dailyrecord.co.uk 1,769 4,402 4,372 544 515 3,147 341.1 177.8
Daily Star / dailystar.co.uk 3,832 6,996 6,191 1,931 1,126 4,290 257.2 112.0
The Sun / thesun.co.uk 12,871 26,827 23,937 4,869 1,979 15,935 199.4 123.8
London Evening Standard / standard.co.uk 6,674 11,805 10,181 2,731 1,107 6,238 150.2 93.5
Metro / metro.co.uk 12,319 18,521 12,905 6,779 1,163 7,365 86.1 59.8
The Scotsman / scotsman.com 768 1,029 1,177 233 381 643 344.2 83.7
Source:NRS
NRSmar17_newspapers1
NRSMar17_newspaers2
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