PAMCo, Audience Measurement for Publishers, has today released its fourth set of cross-platform audience readership figures for newsbrands, covering the period of October 2017 to September 2018, fused with September 2018 comScore data.
The new data currency is a game-changer for the publishing industry, as the numbers now reflect the reality of how readers are consuming newspapers and magazines across all platforms.
The front runner across all national markets is The Sun, with a monthly total brand reach of 29.5m. The title also recorded the highest mobile reach across all markets at nearly 21m.
In second place is The Daily Mail with a total brand reach of 26.8m and a nearly 17m mobile reach.
Meanwhile, The Guardian leads the qualities market reaching a total of 23.5m, closely followed by The Telegraph which recorded 22.5m.
Also in the quality market, The Times, which hides its digital content behind a paywall, recorded a monthly total brand reach of just 8.3m and the second lowest mobile reach. However, it recorded a healthy print reach of nearly 5m.
Digital-only title Independent also recorded healthy figures reaching a total of 18.5m, whilst i remains at the bottom of the qualities table with a brand reach of 4.8m, 3m from mobile.
Elsewhere in the popular market, The Mirror and Metro recorded similar figures of 22m and 21.5m, respectively.
The Scotsman continues to lead the regional titles, achieving both the highest total brand reach and mobile reach at 2.3m and 1.5m, respectively.
The published media industry is the first medium to be able to measure audiences across all platforms – see the tables below for further detail.
| GB Adults 15+ | Monthly Reach | ||||
|---|---|---|---|---|---|
| TBR | Phone | Tablet | Desktop | ||
| 000s | 000s | 000s | 000s | 000s | |
| Qualities | |||||
| The Times – N | 8,250 | 2,836 | 660 | 1,125 | 4,889 |
| Independent – D | 18,493 | 13,858 | 2,283 | 4,073 | – |
| The Telegraph – D | 22,539 | 14,921 | 3,076 | 5,114 | 3,422 |
| The Guardian – D | 23,473 | 15,625 | 2,959 | 7,004 | 3,650 |
| i – D | 4,764 | 2,909 | 359 | 545 | 1,442 |
| Mid-market | |||||
| Express – N | 14,281 | 6,823 | 2,465 | 4,738 | 2,298 |
| The Mail – D | 26,766 | 16,762 | 3,337 | 4,395 | 7,992 |
| Popular | |||||
| Mirror – D | 21,992 | 15,410 | 2,322 | 2,653 | 4,515 |
| Daily Record – D | 4,296 | 2,873 | 365 | 478 | 961 |
| Daily Star – N | 6,700 | 3,093 | 966 | 1,294 | 1,931 |
| Sun – D | 29,488 | 20,892 | 3,349 | 3,360 | 8,431 |
| Evening Standard – D | 13,397 | 8,613 | 1,300 | 1,675 | 4,370 |
| Metro – D | 21,464 | 12,653 | 1,705 | 2,108 | 9,653 |
| Regional | |||||
| The Press and Journal – D | 689 | 342 | 82 | 109 | 202 |
| The Courier – Dundee – D | 580 | 268 | 72 | 108 | 183 |
| The Herald – D | 910 | 373 | 142 | 170 | 302 |
| The Scotsman – D | 2,317 | 1,519 | 291 | 380 | 280 |
| The Yorkshire Post – D | 1,211 | 691 | 128 | 192 | 271 |
| Sunday Post – D | 547 | 97 | 21 | 27 | 410 |
| Aggregate Daily Newspapers – Net | |||||
| The National | 8,825 | – | – | – | 8,825 |
Source:PAMCo
D – digital estimates include traffic from one or more third party platforms (i.e. Facebook Instant Articles
N – digital estimates do not include traffic from one or more third party platforms (i.e. Facebook Instant Articles
U – the publisher has not confirmed whether traffic from third party platform (i.e. Facebook Instant Articles
| GB Adults 15+ | Weekly Reach | ||||
|---|---|---|---|---|---|
| TBR | Phone | Tablet | Desktop | ||
| 000s | 000s | 000s | 000s | 000s | |
| Qualities | |||||
| The Times – N | 4,696 | 1,201 | 341 | 366 | 3,128 |
| Independent – D | 7,363 | 4,964 | 971 | 1,661 | – |
| The Telegraph – D | 10,598 | 5,872 | 1,413 | 1,923 | 2,205 |
| The Guardian – D | 11,967 | 6,521 | 1,402 | 3,219 | 2,250 |
| i – D | 1,905 | 827 | 112 | 153 | 881 |
| Mid-market | |||||
| Express – N | 6,057 | 2,337 | 1,040 | 1,414 | 1,563 |
| The Mail – D | 15,420 | 7,075 | 1,574 | 2,389 | 6,032 |
| Popular | |||||
| Mirror – D | 11,203 | 6,504 | 1,148 | 1,124 | 3,145 |
| Daily Record – D | 2,013 | 1,019 | 173 | 229 | 701 |
| Daily Star – N | 3,051 | 1,054 | 365 | 392 | 1,336 |
| Sun – D | 18,526 | 10,953 | 1,828 | 1,529 | 6,588 |
| Evening Standard – D | 6,567 | 2,949 | 521 | 689 | 3,005 |
| Metro – D | 10,624 | 3,798 | 632 | 755 | 6,314 |
| Regional | |||||
| The Press and Journal – D | 361 | 136 | 34 | 42 | 163 |
| The Courier – Dundee – D | 324 | 120 | 32 | 46 | 145 |
| The Herald – D | 419 | 129 | 58 | 59 | 190 |
| The Scotsman – D | 1,029 | 628 | 139 | 156 | 146 |
| The Yorkshire Post – D | 512 | 250 | 45 | 59 | 171 |
| Sunday Post – D | 336 | 27 | 6 | 8 | 297 |
| Aggregate Daily Newspapers – Net | |||||
| The National | 6,003 | – | – | – | 6,003 |
Source:PAMCo
D – digital estimates include traffic from one or more third party platforms (i.e. Facebook Instant Articles
N – digital estimates do not include traffic from one or more third party platforms (i.e. Facebook Instant Articles
U – the publisher has not confirmed whether traffic from third party platform (i.e. Facebook Instant Articles
| GB Adults 15+ | Daily Reach | ||||
|---|---|---|---|---|---|
| TBR | Phone | Tablet | Desktop | ||
| 000s | 000s | 000s | 000s | 000s | |
| Qualities | |||||
| The Times – N | 1,642 | 281 | 114 | 87 | 1,202 |
| Independent – D | 1,859 | 1,223 | 202 | 442 | – |
| The Telegraph – D | 3,348 | 1,627 | 354 | 481 | 974 |
| The Guardian – D | 4,049 | 1,944 | 396 | 1,079 | 778 |
| i – D | 593 | 138 | 20 | 26 | 413 |
| Mid-market | |||||
| Express – N | 1,654 | 442 | 242 | 283 | 702 |
| The Mail – D | 6,461 | 2,359 | 498 | 996 | 2,846 |
| Popular | |||||
| Mirror – D | 3,539 | 1,773 | 298 | 265 | 1,256 |
| Daily Record – D | 683 | 250 | 43 | 59 | 346 |
| Daily Star – N | 1,006 | 196 | 71 | 88 | 659 |
| Sun – D | 7,162 | 3,438 | 514 | 417 | 3,082 |
| Evening Standard – D | 2,412 | 788 | 116 | 177 | 1,408 |
| Metro – D | 3,597 | 716 | 136 | 166 | 2,645 |
| Regional | |||||
| The Press and Journal – D | 147 | 26 | 7 | 10 | 106 |
| The Courier – Dundee – D | 142 | 26 | 7 | 15 | 96 |
| The Herald – D | 137 | 24 | 14 | 13 | 88 |
| The Scotsman – D | 274 | 146 | 29 | 46 | 57 |
| The Yorkshire Post – D | 134 | 44 | 8 | 10 | 72 |
| Sunday Post – D | 50 | 4 | 1 | 1 | 43 |
| Aggregate Daily Newspapers – Net | |||||
| The National | 2,840 | – | – | – | 2,840 |
Source:PAMCo
D – digital estimates include traffic from one or more third party platforms (i.e. Facebook Instant Articles
N – digital estimates do not include traffic from one or more third party platforms (i.e. Facebook Instant Articles
U – the publisher has not confirmed whether traffic from third party platform (i.e. Facebook Instant Articles
| Monthly | |||||
|---|---|---|---|---|---|
| TBR | Phone | Tablet | Desktop | ||
| 000s | 000s | 000s | 000s | 000s | |
| Qualities | |||||
| The Times – N | 189 | 134 | 89 | 148 | -193 |
| Independent – D | -3,539 | -3,019 | -255 | -843 | n/a |
| The Telegraph – D | -2,638 | -1,747 | -731 | -1,013 | -227 |
| The Guardian – D | -1,084 | -369 | -194 | -759 | -336 |
| i – N | 1,156 | 1,149 | 140 | 120 | -126 |
| Mid-market | |||||
| Express – N | -2,317 | -1,415 | -375 | 27 | -260 |
| The Mail – D | -2,159 | -1,296 | -770 | -863 | -288 |
| Popular | |||||
| Mirror – D | -331 | 118 | 98 | -225 | -384 |
| Daily Record – D | -653 | -564 | -63 | -42 | -52 |
| Daily Star – N | -139 | 133 | 118 | -251 | -143 |
| Sun – D | -1,857 | -1,335 | -668 | -692 | -537 |
| Evening Standard – D | -775 | -410 | -41 | -431 | -290 |
| Metro – D | 2,147 | 2,773 | 287 | 22 | -371 |
| Regional | |||||
| The Press and Journal – D | 125 | 141 | 19 | -7 | -19 |
| The Courier – Dundee – D | -63 | -29 | 3 | -13 | -35 |
| The Herald – D | -407 | -325 | -30 | -59 | -26 |
| The Scotsman – D | 194 | 236 | 27 | -47 | -29 |
| The Yorkshire Post – D | 9 | 52 | 6 | -17 | -19 |
| Sunday Post | -89 | 0 | -5 | 5 | -90 |
| Aggregate Daily Newspapers – Net | |||||
| The National | -637 | n/a | n/a | n/a | -637 |
PAMCo
| Weekly | |||||
|---|---|---|---|---|---|
| TBR | Phone | Tablet | Desktop | ||
| 000s | 000s | 000s | 000s | 000s | |
| Qualities | |||||
| The Times – N | 131 | 104 | 90 | 67 | -110 |
| Independent – D | -575 | -565 | 70 | -95 | n/a |
| The Telegraph – D | -1,943 | -1,444 | -387 | -310 | -102 |
| The Guardian – D | -1,191 | -660 | -119 | -438 | -159 |
| i – N | 315 | 329 | 40 | 18 | -57 |
| Mid-market | |||||
| Express – N | -969 | -498 | -221 | -115 | -151 |
| The Mail – D | -1,593 | -703 | -579 | -445 | -130 |
| Popular | |||||
| Mirror – D | -566 | -302 | -26 | -30 | -233 |
| Daily Record – D | -330 | -306 | -27 | 7 | -29 |
| Daily Star – N | 22 | 181 | 6 | -72 | -93 |
| Sun – D | -1,268 | -976 | -159 | -181 | -330 |
| Evening Standard – D | -450 | -201 | -20 | -179 | -168 |
| Metro – D | 859 | 1 | 105 | 129 | 58 |
| Regional | |||||
| The Press and Journal – D | 10 | 34 | 3 | -5 | -19 |
| The Courier – Dundee – D | -12 | 13 | 1 | -14 | -16 |
| The Herald – D | -137 | -105 | -7 | -23 | -5 |
| The Scotsman – D | 94 | 91 | 19 | 0 | -14 |
| The Yorkshire Post – D | 12 | 22 | -3 | -7 | 2 |
| Sunday Post | -72 | -3 | -2 | 2 | -69 |
| Aggregate Daily Newspapers – Net | |||||
| The National | -465 | n/a | n/a | n/a | -465 |
PAMCo
| Daily | |||||
|---|---|---|---|---|---|
| TBR | Phone | Tablet | Desktop | ||
| 000s | 000s | 000s | 000s | 000s | |
| Qualities | |||||
| The Times – N | 66 | -1 | 53 | 17 | 2 |
| Independent – D | 43 | -32 | 37 | 39 | n/a |
| The Telegraph – D | -636 | -471 | -134 | -22 | -38 |
| The Guardian – D | -492 | -323 | -78 | -97 | -40 |
| i – N | 35 | 57 | 7 | 0 | -28 |
| Mid-market | |||||
| Express – N | -259 | -80 | -55 | -66 | -65 |
| The Mail – D | -724 | -377 | -181 | -105 | -108 |
| Popular | |||||
| Mirror – D | -306 | -223 | 31 | 7 | -134 |
| Daily Record – D | -134 | -102 | -9 | -14 | -12 |
| Daily Star – N | -8 | 38 | -12 | -10 | -24 |
| Sun – D | -481 | -343 | -28 | -2 | -163 |
| Evening Standard – D | -148 | -2 | 0 | -47 | -116 |
| Metro – D | 98 | 230 | 25 | 30 | -175 |
| Regional | |||||
| The Press and Journal – D | -6 | 2 | 0 | 0 | -7 |
| The Courier – Dundee – D | -10 | -1 | 0 | 0 | -10 |
| The Herald – D | -30 | -18 | -3 | -8 | -1 |
| The Scotsman – D | 8 | 13 | -4 | 1 | -1 |
| The Yorkshire Post – D | 8 | 4 | -1 | -5 | 9 |
| Sunday Post | -3 | -1 | 0 | 0 | -3 |
| Aggregate Daily Newspapers – Net | |||||
| The National | -250 | n/a | n/a | n/a | -250 |
PAMCo
