PAMCo reveals total brand reach for UK newsbrands

19 Apr 2018  |  Scarlett O'Donoghue 
PAMCo reveals total brand reach for UK newsbrands

This week has seen the release of the industry’s new audience measurement currency, PAMCo - Audience Measurement for Publishers.

For the first time publishers and advertisers can see audience delivery across all platforms - including mobile, tablet, desktop and print. The new currency entirely replaces the work of the now-defunct National Readership Survey.

With enormous numbers of people consuming publisher content on smartphones and tablet devices, the new currency opens up new opportunities to plan and trade against them.

For UK newsbrands, the findings reveal that nearly all publications have higher smartphone readership figures than for print for the period January to December 2017, with only a couple of exceptions in the quality market.

Of the Guardian's 24.8 million-strong total brand reach (TBR) - the highest within the quality market - nearly 16 million of those come from mobile, while almost 4.3 million are in print.

The Guardian is closely followed by The Telegraph, with a TBR of 23.7 million, and the (digital-only) Independent with just over 20.5 million.

Meanwhile, The Times, which maintains a digital paywall, naturally recorded lower figures than its competitors, with a total brand reach of just over 8 million - made up primarily of a smartphone readership of 2.5 million, and a healthy print readership of 5.4 million.

Bucking the wider trend in the entire market, i recorded a higher print readership than mobile, (1.7 million compared with 500,000).

Meanwhile, mid-market title The Mail - which includes the daily and Sunday titles - recorded the second highest brand reach at 31.2 million, just below the popular market favourite The Sun with 33.3 million.

Both titles reach their readers predominately through smartphones, with The Sun reaching nearly 24 million, and the Daily Mail nearly 20 million.

The Mirror recorded similar figures, with a TBR of 27 million and smartphone readership of 19 million.

Elsewhere, the Metro is the only title with a fairly even split between print and mobile - 10.5 million and 11.2 million, respectively - but that is no surprise given its free-distribution model, but shows that people are certainly not averse to a printed product.

Newsbrands Total Brand Reach (TBR) PAMCo 1 2018 Jan17-Dec17 fused with comScore Nov2017
GB Adults 15+ Monthly Reach
TBR Phone Tablet Desktop Print
000s 000s 000s 000s 000s
Qualities
The Times - N 8,123 2,556 512 1,236 5,417
Independent - D 20,532 14,849 2,949 5,282 n/a
The Telegraph - D 23,692 14,674 3,526 7,087 3,893
The Guardian - D 24,823 15,969 3,265 8,728 4,255
i - D 2,467 499 158 318 1,671
Mid-market
Express - N 13,939 6,459 2,735 4,283 2,822
The Mail - D 31,215 19,760 4,882 6,626 8,966
Popular
Mirror - D 27,122 19,001 3,587 3,858 5,612
Daily Record - D 5,588 4,033 532 490 1,147
Daily Star - N 7,341 3,450 967 1,188 2,447
Sun - D 33,322 23,862 4,269 4,556 9,860
Evening Standard - D 13,535 8,357 1,196 2,196 4,859
Metro - D 20,749 11,229 1,349 2,420 10,518
Regional
The Press and Journal - D 568 252 48 85 230
The Courier - Dundee - D 662 324 54 111 254
The Herald - D 1,496 831 146 325 399
The Scotsman - D 1,936 1,117 264 421 342
The Yorkshire Post - D 1,138 571 112 209 330
Sunday Post - D 717 113 26 45 554
The National* 10,042 n/a n/a n/a 10,042
Source:PAMCo
Newsbrands Total Brand Reach (TBR) PAMCo 1 2018 Jan17-Dec17 fused with comScore Nov2017
GB Adults 15+ Weekly Reach
TBR Phone Tablet Desktop Print
000s 000s 000s 000s 000s
Qualities
The Times - N 4,643 866 235 398 3,491
Independent - D 7,225 4,744 957 1,772 n/a
The Telegraph - D 11,422 6,001 1,672 2,385 2,488
The Guardian - D 13,476 6,998 1,629 4,220 2,548
i - D 1,227 133 53 82 985
Mid-market
Express - N 6,017 1,648 1,132 1,684 1,903
The Mail - D 18,672 9,278 2,608 2,778 6,526
Popular
Mirror - D 13,338 7,474 1,610 1,477 3,845
Daily Record - D 2,553 1,451 232 211 824
Daily Star - N 3,342 881 374 512 1,689
Sun - D 19,215 10,669 2,018 1,647 7,548
Evening Standard - D 6,211 2,335 411 759 3,294
Metro - D 10,403 3,239 558 675 6,771
Regional
The Press and Journal - D 311 81 27 34 180
The Courier - Dundee - D 341 116 23 48 173
The Herald - D 576 240 49 96 218
The Scotsman - D 836 429 126 154 168
The Yorkshire Post - D 470 177 41 74 190
Sunday Post - D 436 27 7 12 391
The National* 6,840 n/a n/a n/a 6,840
Source:PAMCo
Newsbrands Total Brand Reach (TBR) PAMCo 1 2018 Jan17-Dec17 fused with comScore Nov2017
GB Adults 15+ Daily Reach
TBR Phone Tablet Desktop Print
000s 000s 000s 000s 000s
Qualities
The Times - N 1,610 176 55 87 1,318
Independent - D 1,547 993 185 373 n/a
The Telegraph - D 3,614 1,642 459 490 1,122
The Guardian - D 4,645 1,974 489 1,485 894
i - D 508 22 8 15 464
Mid-market
Express - N 1,769 249 235 421 885
The Mail - D 7,567 3,066 811 843 3,162
Popular
Mirror - D 4,234 1,999 388 322 1,603
Daily Record - D 822 340 51 59 389
Daily Star - N 1,096 138 73 128 763
Sun - D 7,470 3,353 559 355 3,522
Evening Standard - D 2,239 430 81 165 1,622
Metro - D 3,792 552 114 131 3,061
Regional
The Press and Journal - D 146 14 5 8 120
The Courier - Dundee - D 147 22 5 13 109
The Herald - D 166 38 16 23 94
The Scotsman - D 231 110 25 38 62
The Yorkshire Post - D 118 29 7 13 69
Sunday Post - D 45 4 1 2 38
The National* 3,363 n/a n/a n/a 3,363
Source:PAMCo

 

Note: *The combined figures for THE NATIONAL are net readership figures for Birmingham Mail, Hull Daily Mail, The Chronicle (Newcastle), Coventry Telegraph, Derby Telegraph, Evening Gazette (Teesside), Express and Star (West Midlands),The Herald (Plymouth), Lancashire Evening Post, Leicester Mercury, Liverpool Echo, London Evening Standard, Manchester Evening News, Nottingham Post, Bristol Post, The Sentinel (Staffordshire), Shropshire Star, South Wales Echo,South Wales Evening Post, The Star (Sheffield, Doncaster), Yorkshire Evening Post, Portsmouth News and Sports, Daily Record, Cambridge News, The Daily Echo - Bournemouth, Oxford Mail, Southern Daily Echo, Swindon Advertiser, The Argus - Brighton and York - The Press.

 

Note: D - digital estimates include traffic from one or more third party platforms (i.e. Facebook Instant Articles, Google AMP, Apple News, Flipboard)
Note: N - digital estimates do not include traffic from one or more third party platforms (i.e. Facebook Instant Articles, Google AMP, Apple News, Flipboard)
Note: U - the publisher has not confirmed whether traffic from third party platform (i.e. Facebook Instant Articles, Google AMP, Apple News, Flipboard) is included in the brand’s digital estimates

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