Banner Computer Survey Launch 1996
Banner & Co has announced the release of the 1996 Banner Computer Readership Survey (BCRS) data which is an independent readership survey of decision-makers in the IT industry.
It was found that there has been an increase in daily national newspaper readership by 8% for decision makers within large organisations (50+ employees) and by 4% within small businesses (1-49 employees). The Daily Mail now has the highest readership (21.2%) within large organisations compared with last year’s ranking of 3rd and is also the most popular paper within small businesses (25%), followed by The Daily Telegraph (21.2%), the Daily Express (15.9%) and then the Times (15.2%).
The Sun and Daily Mirror were new titles measured by the BCRS this year: in large organisations the Sun achieved 9.3% readership, ranking 6th amongst the national dailies and the Daily Mirror achieved 7.2%, ranking 9th. Within small organisations the Sun achieved 14.3%, ranking 5th (above the FT) and the Daily Mirror 10.7%, ranking 7th.
There has also been an increase in Sunday newspaper readership: within large organisations the readership of all Sunday newspapers has increased by 5% and within small businesses the increase is 8%. In terms of favourite Sunday papers The Sunday Times is the most popular title (33.7%) followed by the Mail on Sunday (26.9%), whereas within small businesses the Mail on Sunday (30.4%) and the Sunday Times (30.2%) are the most popular.
Readership of computer magazines within large organisations has increased by 4% but, surprisingly, within small businesses the overall readership has fallen by 17%. In terms of the most popular weekly computer title within large organisations, Computer Weekly remains top (43.5%) followed by Computing (31.4%). PC Magazine remains at pole position among computer monthlies (19.4%) in large organisations followed by Personal Computer Magazine (15.8%). Among small businesses PC Magazine (9.6%) has the highest readership. Personal Computer Magazine, Personal Computer World and PC Direct have all seen a decline in readership within large organisations.
Within all organisations PC Pro has gained most ground with an increase in readership of 139% and 141% respectively. PC Home also had the biggest increase in readership within small business, rising by 152%.
It was also revealed that 16% of all decision makers named ads in computer magazines as a purchasing source. Additional information also related to radio listening and commercial TV viewing. Of all decision makers 75% listen to BBC radio compared with 24% for Classic FM and 12% for Capital. 32% of all decision makers were also light-medium commercial TV viewers (3-7 hours) and 3% were classed as heavy (20+ hours).
Radio Listening
| % Listening Per Week | |
|---|---|
| Station | |
| BBC National | 75% |
| BBC Local | 32% |
| Classic FM | 24% |
| Virgin | 14% |
| Capital 95.8 | 12% |
| Jazz FM | 5% |
| Talk | 5% |
Commercial TV Viewing
| % Viewers | |
|---|---|
| Hours Viewing | |
| 20+ (heavy) | 3% |
| 12-20 (med-heavy) | 10% |
| 7-12 (medium) | 29% |
| 3-7 (light-med) | 32% |
| 1.5-3 (light) | 13% |
| up to 1.5 (very light) | 7% |
| none | 2% |
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