NRS PADD – Daily Mail leads UK newsbrands

The National Readership Survey (NRS) has today launched its third set of mobile and tablet estimates of audience readership for the period January 2014 to December 2014, alongside its quarterly print and PADD results.

Continuing its unrivalled dominance, the Daily Mail leads with a combined print and digital readership of almost 23.5 million, with a fairly even split across print, PC and mobile.

The second best-performing newsbrand, the Daily Mirror, recorded a gross readership of 17.5 million, and, similar to the Daily Mail, saw print, PC and mobile account for relatively even readership figures. The Mirror’s readership has risen almost a million since the last reported period.

Rivals the Daily Telegraph and the Guardian – both of which recorded strong combined print and digital figures (16.4 million and 16.3 million, respectively) – saw the majority of their readership come from PC and mobile devices, with print readership light in comparison.

According to the data, PC and mobile added 317% to the Daily Telegraph’s print readership and almost 347% to the Guardian’s.

There was little change at the Independent, with readership figures down very slightly but continuing around the 10.5 million mark. Interestingly, PC and mobile readership at the Indy are almost four times that of print, making the title’s bid for a broader digital US audience look like a smart move.

Readership for the Sun and The Times, which both have online content locked behind a paywall and both saw small declines in readership this period, is swayed heavily towards print.

Sun+ has more than 225,000 paying subscribers. However, mobile readership adds just 2.1% to the newsbrand’s overall readership (13.6 million). Similarly, The Times’ mobile readership accounts for just 3.8% of the 4.9 million.

The London Evening Standard and Metro naturally skew towards print readership given they are given away for free. However, the Metro does have a sound readership of more than 3 million online, whilst the LES has almost 1.6 million.

Since its launch in September 2012, NRS PADD has been providing estimates of the combined reach of print and PC websites based on a fusion of NRS and comScore data.

The new mobile and tablet estimates have been added to this dataset, with additional titles being included in future releases subject to sample sizes and approval.