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Total Audience:Measuring newspaper audiences across media
Industry research still measures in silos
Whereas Total Audience gives unduplicated cross media reach
Increased appetite for quality news content
Source NRS Jan-Dec 1994, Total Audience 2011 Wave 2
Total Audience research methodology
– Nationally representative telephone survey– 2,000 respondents, rolling 4 waves per annum,
merged to give 8,000 sample– Measures weekly readership of all national press
titles and their online content– Gives weekly, unduplicated reach– Use of other digital content– Data available across all TGI variables
(demographics, brand and media consumption, attitudinal)
Almost 6 million readers each week
Source Total Audience 2011 wave 2
A growing weekly total audience
GNM total weekly audience growth over time
Source Total Audience 2011 Wave 2
Distribution of total audienceby brand
Source Total Audience 2011 Wave 2
The Observer
2,529,000
1,114,000
555,000 117,000
881,000344,000
317,000
The Guardian
guardian.co.uk
Distribution of total audienceby brand
Source Total Audience 2011 Wave 2
43%
19%
9% 2%
15%6%
6%
The Observer
The Guardian
guardian.co.uk
The highest crossoverbetween print and web
Source Total Audience 2011 wave 2
Offering disproportionate value
GNM Total Audience – penetration (%)
Source Total Audience 2011 Wave 2
An attractive print & web audience
Source Total Audience 2011 Wave 2
Weighting campaigns based on audience
Source Total Audience 2011 Wave 2
Accessing digital content
Source Total Audience 2011 Wave 2
Accessing content via mobile or alerts, or by downloading it elsewhere
Source Total Audience 2011 wave 2. Caution: small sample sizes
Distribution of total audience by platform
4%
35%
34% 2%
4%16%5%
Fixed internet
Mobile
GNM weekly audience, by platform %
Source: GNM Total Audience, Wave 2 2011