Press

Circulation, readership, editorial profiles and contact information for over 10,500 consumer, business, national and regional titles. Find out more.

Newsbrands content consumed by 78% of adults around the Olympics

28 Aug 2012 |  Liz Jaques 

New research from Newsworks shows that 78% of all adults consumed newsbrand content around the time of the Olympics.

The one-off study, carried out online by YouGov among UK adults over the first post-Olympic weekend, found that national newspaper content, either in printed or digital form, was consumed by 78% of all adults, which equates to an audience of 32.8 million.

The research also found that while traditional printed newspapers were enjoyed by two thirds of adults (66%), more than half of readers (51%) had accessed content via computers, mobiles or tablets around the time of the Games.

National newspaper websites were used by nearly three in ten adults online (29%), outstripping Twitter (15%), Facebook (25%) and YouTube (12%) as a source for Olympic news.

Rufus Olins, CEO, Newsworks, said: "We predicted newsbrand audiences would rise during the Olympics. More readers turn to newsbrands at times of big national events - not just for the news itself but to read trusted sources of analysis and opinion and enjoy the wonderful images that come to define these occasions."

Additionally, readers felt that newsbrands helped to create and amplify the Olympic experience, with 62% of multi-platform readers agreeing that newsbrands played an important part in building the positive mood of the nation during the Olympics, and 58% feeling they were an important part of the readers' celebrations.

Another highlight from the research is how, around the Olympic period, newsbrands have attracted a youthful audience. The online survey revealed that among 18-34 year olds, some 82% had read newspaper brands on print or digital platforms.

While mobile phones and smartphones were used to access newsbrand content by 41% of the 18-34 year old age group, computers and laptops were the most dominant platform among18-24 year olds (45% usage), while tablets were most used by 25-34 year olds (15% usage).

Olins added: "Newsbrands engage the nation. This was very powerfully demonstrated during the Olympics - and the successful expansion into multiple platforms is providing newspaper brands with the opportunity to develop new, younger audiences."

Latest Press News

From the DMGT reporting fantastic profits, to the launch of a new newspaper in the heart of London, it's been a great week for the UK's press, writes Raymond Snoddy. Can the industry keep it up?
The National Readership Survey has today released its second wave of mobile and tablet estimates of magazine readership, alongside its quarterly print and PC results.
The National Readership Survey (NRS) has today launched its second set of mobile and tablet estimates of audience readership for the period October 2013 to September 2014, alongside its quarterly print and PADD results.
Figures released by publisher News UK reveal that Sun+, which went behind a paywall in August last year, currently has 225,000 paying subscribers.
Published by Newsquest and with a 50p price tag, the masthead describes the title as "The newspaper that supports an independent Scotland".
Future say it wants to enter 2015 "a leaner, simpler business with a strategy that focuses on core competencies of content that connects its customers and clients."
The findings of the neuroscience-based research conclude that the general industry view that it is the platform that drives behaviour, rather than the content, should be called into question.
A new wave of media brand extensions means more opportunities for advertisers, says Bauer Media's advertising lead, Richard Dunmall.
MailOnline has announced the appointment of Anne Shooter in a new role overseeing the platform's native advertising.
A merger between the Newspaper Society and the Newspaper Publishers' Association today sees the formation of a new "united voice" for the UK's £6 billion national, regional and local news media sectors.

More Latest Press News available to subscribers