Download - Total Audience

Total AudienceMeasuring newspaper audiences across media

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Industry research still measures in silos

Whereas Total Audience gives unduplicated cross media reach

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Increased appetite for quality news content

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

226-0-26Total Audience 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)

226-0-26Almost 6 million readers each week

Source Total Audience 2011 wave 2

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A growing weekly total audience

GNM total weekly audience growth over time

Source Total Audience 2011 Wave 2

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Distribution of total audienceby brand

The Observer


2,529,000

1,114,000

555,000 117,000

881,000344,000

317,000

The Guardian

guardian.co.uk

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Distribution of total audienceby brand


43%

19%

9% 2%

15%6%

6%

The Observer

The Guardian

guardian.co.uk

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The highest crossoverbetween print and web

Source Total Audience 2011 wave 2

226-0-26Offering disproportionate value

GNM Total Audience – penetration (%)


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An attractive print & web audience


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Weighting campaigns based on audience


New Digital Media

226-0-26Accessing digital content


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How readers access online content

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

226-0-26Distribution 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