NEWS18 December 2018

Newsbrand audience data highlights role of digital

UK – Over 90% of British adults are reached monthly by news publishers, with digital platforms increasingly important, according to the latest audience readership figures published by The Publishers Audience Measurement Company (PamCo).

Newspapers and tablet computer

The data, which covers the period from October 2017 to September 2018 and includes September 2018 comScore data, found that 91% of British adults (aged 15+) were reached each month by newspaper brands – representing 47.9 million people.

PamCo launched in April, replacing the National Readership Survey to provide an audience measurement service for news publishers, magazines and agencies.

Almost two-thirds of those reached by newsbrand publishers ( 63%) use their phones to read content from newspapers, with over half ( 55%) reading papers in their printed form. Over a third ( 37%) read newsbrands via desktop and 19% used tablets.

Magazine publishers, meanwhile, reached 77% of the adult population monthly, according to the data. Of those, under half ( 44%) read print magazines, with mobile devices proving more popular to read content from magazine publishers ( 47%).

The total sector reach of all published media (including newspapers and magazines) was 49.2 million, with 38.2 million people being reached via their phones or tablets, 35.7 million through print media, and 21.7 million via desktop.