Sunday Newspapers Read For Longer

Initial results from research into newspaper section readership show that Sunday newspapers are, as has always been claimed, read for longer. Sunday papers take an average of 1 hour 27 minutes to read through, Saturday papers take 1 hour 11 minutes. The research shows that size of the paper is not the issue either, because although most of the Sunday papers are bigger than their Saturday sisters even those titles that are smaller are read for longer on Sunday.

Sections 95 is the result of the jointly commissioned research from Leo Burnett, Express Newspapers and the Central Office of Information (Newsline 6/7/95). The full results will be presented next month but initial findings released show that the traditional beliefs that Sunday papers provide the best business and financial coverage look unfounded. Saturday business and finance sections not only have greater patronage but they are also read for longer and are rated more highly. The Times 2 section, which includes sport, proved to have 92% patronage, whereas the Sunday Times Business (with sport) section had 76%.

The research also reveals insights into the success of full TV listings guides; those sections that carry full listings are well patronised but in fact no more so than sections with limited TV information. They are, on the other hand, much more likely to be kept.

Overall the research shows that the main sections are very well read, good news for publishers and agencies alike.

Further Information: Rupert Steele, Leo Burnett: 0171 591 9501