Free-Sheet Newspapers Continue To See Readership Rise
Free-sheet newspapers continue to increase in popularity and are now read by almost 20% of the urban population in eleven cities across Europe, according to Metro International’s annual readership study.
The survey of the reading habits of 63 million people living in 28 urban centres across Europe shows that younger men and women have a preference for free daily papers rather than paid-for titles.
Almost a third of respondents aged between 13 and 24 claimed to read a daily free-sheet newspaper and further 18% said they only read free titles. In comparison, just 23% of respondents read paid-for newspapers only.
However, older respondents view free daily newspapers rather less favourably. Less than 20% of those aged between 35 and 44 said they regularly read a free-sheet with just 12% of consumers aged 55 claiming to do so.
Commenting on the findings, Toby Constantine, vice president of global marketing and research at Metro International, said: “Free newspapers are now established among young people in the European cities where they are available, with nearly a third of this age group reading a daily free newspaper.
He added: “The TNS Gallup data shows clearly that while the traditional paid-fors have lost share among younger age groups, the frees are attracting younger readers. So it is free newspapers that keep the overall consumption of daily newspapers above 50% in many markets.”
This latest research from TNS Gallup is the seventh major wave of research into newspaper reading habits and lifestyle patterns commissioned by Metro International, which claims to be the world’s largest global newspaper publisher.
Earlier this year Associated Newspaper-owned Metro UK formed a partnership with Swedish-based Metro International to offer advertising opportunities to brands looking to target commuters across Europe. The joint sales initiative covers free-sheet newspapers in twelve European countries and lets advertisers reach a combined daily audience of around 10.4 million consumers (see Free-Sheet Publishers Combine For Advertising Deal).
Metro International: 0207 016 1300
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