total audience: measuring newspaper audiences across media

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Total Audience: Measuring newspaper audiences across media

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Page 1: Total Audience: Measuring newspaper audiences across media

Total Audience:Measuring newspaper audiences across media

Page 2: Total Audience: Measuring newspaper audiences across media

Industry research still measures in silos

Whereas Total Audience gives unduplicated cross media reach

Page 3: Total Audience: Measuring newspaper audiences across media

Increased appetite for quality news content

Source NRS Jan-Dec 1994, Total Audience 2011 Wave 2

Page 4: Total Audience: Measuring newspaper audiences across media

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)

Page 5: Total Audience: Measuring newspaper audiences across media

Almost 6 million readers each week

Source Total Audience 2011 wave 2

Page 6: Total Audience: Measuring newspaper audiences across media

A growing weekly total audience

GNM total weekly audience growth over time

Source Total Audience 2011 Wave 2

Page 7: Total Audience: Measuring newspaper audiences across media

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

Page 8: Total Audience: Measuring newspaper audiences across media

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

Page 9: Total Audience: Measuring newspaper audiences across media

The highest crossoverbetween print and web

Source Total Audience 2011 wave 2

Page 10: Total Audience: Measuring newspaper audiences across media

Offering disproportionate value

GNM Total Audience – penetration (%)

Source Total Audience 2011 Wave 2

Page 11: Total Audience: Measuring newspaper audiences across media

An attractive print & web audience

Source Total Audience 2011 Wave 2

Page 12: Total Audience: Measuring newspaper audiences across media

Weighting campaigns based on audience

Source Total Audience 2011 Wave 2

Page 13: Total Audience: Measuring newspaper audiences across media

Accessing digital content

Source Total Audience 2011 Wave 2

Page 14: Total Audience: Measuring newspaper audiences across media

Accessing content via mobile or alerts, or by downloading it elsewhere

Source Total Audience 2011 wave 2. Caution: small sample sizes

Page 15: Total Audience: Measuring newspaper audiences across media

Distribution of total audience by platform

4%

35%

34% 2%

4%16%5%

Print

Fixed internet

Mobile

GNM weekly audience, by platform %

Source: GNM Total Audience, Wave 2 2011