PAMCo reveals total brand reach for UK newsbrands

This week has seen the release of the industry’s new audience measurement currency, PAMCo – Audience Measurement for Publishers.

For the first time publishers and advertisers can see audience delivery across all platforms – including mobile, tablet, desktop and print. The new currency entirely replaces the work of the now-defunct National Readership Survey.

With enormous numbers of people consuming publisher content on smartphones and tablet devices, the new currency opens up new opportunities to plan and trade against them.

For UK newsbrands, the findings reveal that nearly all publications have higher smartphone readership figures than for print for the period January to December 2017, with only a couple of exceptions in the quality market.

Of the Guardian‘s 24.8 million-strong total brand reach (TBR) – the highest within the quality market – nearly 16 million of those come from mobile, while almost 4.3 million are in print.

The Guardian is closely followed by The Telegraph, with a TBR of 23.7 million, and the (digital-only) Independent with just over 20.5 million.

Meanwhile, The Times, which maintains a digital paywall, naturally recorded lower figures than its competitors, with a total brand reach of just over 8 million – made up primarily of a smartphone readership of 2.5 million, and a healthy print readership of 5.4 million.

Bucking the wider trend in the entire market, i recorded a higher print readership than mobile, (1.7 million compared with 500,000).

Meanwhile, mid-market title The Mail – which includes the daily and Sunday titles – recorded the second highest brand reach at 31.2 million, just below the popular market favourite The Sun with 33.3 million.

Both titles reach their readers predominately through smartphones, with The Sun reaching nearly 24 million, and the Daily Mail nearly 20 million.

The Mirror recorded similar figures, with a TBR of 27 million and smartphone readership of 19 million.

Elsewhere, the Metro is the only title with a fairly even split between print and mobile – 10.5 million and 11.2 million, respectively – but that is no surprise given its free-distribution model, but shows that people are certainly not averse to a printed product.