Total brand reach for news brands revealed in second PAMCo release

25 Jun 2018  |  Newsline Staff 
Total brand reach for news brands revealed in second PAMCo release

PAMCo - Audience Measurement for Publishers - has today released the latest cross-platform audience readership figures for news brands, covering the period April 2017 to March 2018 and incorporating February 2018 comScore data.

It's only the second set of data released by the audience measurement company and is a big deal for publishers and advertisers, who can now see audience delivery across all platforms - including mobile, tablet, desktop and print.

Once again, almost all national publications have recorded higher smartphone monthly reach than print. The only exception is The Times, which recorded a print reach of 5.2m compared to a mobile reach of 2.5m - unsurprising given the news brand's digital paywall.

The Times also reports a lower, de-duplicated total brand reach than the majority of its national competitors across all markets.

The Mail narrowly beat The Sun for highest monthly reach across all markets, with a total brand reach of 29.3m and 29.2m, respectively. Both titles maintain strong print readership, however The Mail leads with a marginally higher combined reach across digital platforms.

The Guardian leads the quality market with a total brand reach of 24.1 million - 15.8m of which comes from smartphones and 7.9m of which comes from desktop. The Guardian also recorded the highest desktop reach of any newsbrand across all markets.

The second highest reach in the quality market comes from The Telegraph - with a total brand reach of 23.1m - followed by the digital only Independent with 17.3m.

With a print readership of 10.3m, the strongest in print was Metro; although, as a freebie, that's unsurprising. It also reaches 13.1m on mobile, however, for a total brand reach of 22.2m.

The Mirror also remains strong with a total brand reach of 25.3 million, second only to The Sun in the popular market.

In the regional market, print readership averages 337,000. However, the strongest regional paper by far was The Scotsman, which made up for a below average 330,000 print reach with a mobile reach of 1.5 million, giving it a total brand reach of 2.3 million across all platforms.

Now that the data currency is in its second quarter, we are able to provide period-on-period data - outlined in the table below.

It should be taken into account, however, that the print estimates for both periods have 75% of data in common. Digital estimates or total brand reach therefore make more meaningful comparisons.

 

Newsbrands Total Brand Reach (TBR) PAMCo 2 2018 Apr17-Mar18 fused with comScore Feb2018
GB Adults 15+ Monthly Reach
TBR Phone Tablet Desktop Print
000s 000s 000s 000s 000s
Qualities
The Times 8,038 2,527 560 1,248 5,243
Independent - D 17,344 12,789 2,206 4,345 n/a
The Telegraph - D 23,139 15,244 3,351 5,899 3,682
The Guardian - D 24,086 15,791 3,096 7,889 4,162
i - D 3,533 1,707 252 390 1,577
Mid-market
Express 15,368 6,707 2,489 5,069 2,735
The Mail - D 29,254 18,287 4,100 5,895 8,578
Popular
Mirror - D 25,293 18,296 2,466 3,240 5,321
Daily Record - D 5,581 4,063 504 496 1,091
Daily Star 7,834 3,938 891 1,521 2,311
Sun - D 29,182 20,350 3,413 4,073 9,405
Evening Standard - D 14,072 9,279 1,339 1,916 4,692
Metro - D 22,177 13,099 1,674 2,485 10,250
Regional
The Press and Journal - D 500 197 45 77 222
The Courier - Dundee - D 501 211 46 60 243
The Herald - D 1,384 715 159 316 367
The Scotsman - D 2,279 1,482 253 454 330
The Yorkshire Post - D 1,203 627 130 222 316
Sunday Post - D 545 n/a n/a n/a 545
Aggregate Daily Newspapers - Net
The National 9,621 n/a n/a n/a 9,621
Source:PAMCo
Note: D - digital estimates include traffic from one or more third party platforms (i.e. Facebook Instant Articles
Note: N - digital estimates do not include traffic from one or more third party platforms (i.e. Facebook Instant Articles
Note: U - the publisher has not confirmed whether traffic from third party platform (i.e. Facebook Instant Articles
Newsbrands Total Brand Reach (TBR) PAMCo 2 2018 Apr17-Mar18 fused with comScore Feb2018
GB Adults 15+ Weekly Reach
TBR Phone Tablet Desktop Print
000s 000s 000s 000s 000s
Qualities
The Times 4,669 1,025 247 480 3,327
Independent - D 6,188 3,906 799 1,733 n/a
The Telegraph - D 11,669 6,525 1,670 2,169 2,344
The Guardian - D 13,605 7,493 1,703 3,812 2,513
i - D 1,562 463 92 112 949
Mid-market
Express 6,635 1,975 1,108 2,005 1,846
The Mail - D 17,811 8,686 2,357 2,628 6,364
Popular
Mirror - D 12,430 7,211 1,228 1,243 3,682
Daily Record - D 2,586 1,513 221 226 789
Daily Star 3,517 1,168 351 508 1,614
Sun - D 18,278 10,243 1,780 1,721 7,245
Evening Standard - D 7,156 3,337 567 775 3,203
Metro - D 11,549 4,383 749 837 6,649
Regional
The Press and Journal - D 302 82 19 30 184
The Courier - Dundee - D 284 77 25 23 171
The Herald - D 575 229 65 110 204
The Scotsman - D 948 537 129 166 169
The Yorkshire Post - D 493 205 50 74 179
Sunday Post - D 392 n/a n/a n/a 392
Aggregate Daily Newspapers - Net
The National 6,607 n/a n/a n/a 6,607
Source:PAMCo
Note: D - digital estimates include traffic from one or more third party platforms (i.e. Facebook Instant Articles
Note: N - digital estimates do not include traffic from one or more third party platforms (i.e. Facebook Instant Articles
Note: U - the publisher has not confirmed whether traffic from third party platform (i.e. Facebook Instant Articles
Newsbrands Total Brand Reach (TBR) PAMCo 2 2018 Apr17-Mar18 fused with comScore Feb2018
GB Adults 15+ Daily Reach
TBR Phone Tablet Desktop Print
000s 000s 000s 000s 000s
Qualities
The Times 1,620 214 70 132 1,245
Independent - D 1,354 792 150 419 n/a
The Telegraph - D 3,624 1,738 455 477 1,041
The Guardian - D 4,775 2,269 521 1,368 854
i - D 559 69 16 19 458
Mid-market
Express 1,890 322 243 509 837
The Mail - D 7,289 2,919 775 820 3,074
Popular
Mirror - D 3,928 1,927 275 277 1,528
Daily Record - D 877 399 50 73 372
Daily Star 1,106 198 74 106 737
Sun - D 6,787 2,796 438 446 3,406
Evening Standard - D 2,649 831 126 194 1,580
Metro - D 4,002 861 164 179 2,882
Regional
The Press and Journal - D 146 15 4 7 122
The Courier - Dundee - D 139 18 5 5 112
The Herald - D 167 38 16 29 86
The Scotsman - D 233 113 28 35 60
The Yorkshire Post - D 121 34 9 12 66
Sunday Post - D 45 n/a n/a n/a 45
Aggregate Daily Newspapers - Net
The National 3,227 n/a n/a n/a 3,227
Source:PAMCo
Note: D - digital estimates include traffic from one or more third party platforms (i.e. Facebook Instant Articles
Note: N - digital estimates do not include traffic from one or more third party platforms (i.e. Facebook Instant Articles
Note: U - the publisher has not confirmed whether traffic from third party platform (i.e. Facebook Instant Articles

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