NRS Issues Saturday/Weekday Newspaper Readership

NRS has for the first time issued separate measures for Monday-Friday and Saturday readership for national newspapers. NRS found that, as suspected, Saturday readership is significantly different to weekdays.

However, because the Monday-Saturday figures are now modelled from the Monday-Friday and Saturday figures, this means that the new figures cannot be compared with the pre-modelled figures. The new modelled figures have been applied retrospectively from July 1994 and these figures will be re-issued by the NRS.

The January to June Average Issue Readership figures, out today, show that the plethora of new sections to have come into the market recently seem to have made a significant difference to readership patterns. All titles except the Daily Star, the Today and not unsurprisingly, the Financial Times have a higher AIR for Saturday than for Monday to Friday. The Mail has more extra readers on a Saturday than any other paper, 660,000 extra. The Independent however, has proportionately more readers on Saturdays than the other papers.

National Newspaper Readership Estimates Jan-Jun’95