This Week – Readership Survey

Express Newspapers has released research into This Week, the Saturday supplement which was launched in September of last year. Qualitative and quantitative research was carried out prior, during and following the launch, and surveyed more than 750 readers of both the Daily Express and Daily Mail.

75% of Daily Express readers rate This Week as excellent, very good or quite good. Six weeks after the launch, readers had got used to the new section, and the percentage saying This Week was very different dropped from 26% to 15%. The longevity of This Week and Weekend is greater than that of Classic and Night & Day, mainly due to the former carrying weekly television listings; over 40% of readers of both titles retain the sections until the following weekend. 86% of Daily Express readers agree the listings are useful, with 42% strongly agreeing. The introduction of This Week also seems to have increased the time readers spend reading the Daily Express than they used to. The reported time spent reading the whole package is over 30 minutes for 88% of readers, and over half of readers spend over an hour with the Daily Express. Express is currently researching Sunday Express Magazine and Classic.