PAMCo: UK newsbrands ‘comfortably ahead of Facebook’

UK national and regional newsbrands now reach a combined monthly audience of 48 million across print and digital, the latest cross-platform audience figures from PAMCo have revealed.

PAMCo – which shows ‘total brand reach’ by combining print and digital across different devices – also shows that 31 million people are reading a newsbrand everyday.

According to Newsworks, the marketing body for national newsbrands, these figures put the news industry “comfortably ahead” of its nearest “rival”, Facebook, by five million people a month and almost two million people each day.

Looking solely at national newsbrands, the sector pulls in a monthly audience of 45 million. Digital daily readership now sits at 19 million, an extra 3.5 million daily readers compared to a year ago – representing a growth of 24%.

Of the 13 national newsbrands tracked by PAMCo, eight grew their total monthly brand reach over the latest period.

The i – recently bought by Daily Mail publisher DMGT from JPI Media for just under £50 million – performed the best of any title period-on-period (PoP).

The newsbrand recorded a 12.2% rise in its monthly reach to an audience of just under 7.4m- the majority of which is in mobile, which was up 14.5% and offset a -2% decline in print readership.

Meanwhile, the Daily Mail‘s monthly audience was up 5% PoP to 26.5m.

The Guardian, which leads the quality market with its free-to-access business model, held steady at 24m, while in the popular market the Mirror was up 1.3% PoP to 27.8m and the Sun was up 3.3% to 34m.

All three titles recorded mobile growth, counteracting falling print audiences.

Of those titles which saw their reach fall over the period, the Daily Star was hit the worst (-21.8% PoP), followed by The Express (-12.6%) and the Evening Standard (-6.3%).

A full breakdown for each title can be found in the tables below.