PAMCo reveals first year-on-year readership figures for newsbrands

The latest cross-platform audience figures for UK newsbrands show a general growth in readership – although there were numerous declines in both print and tablet readership across the market.

Now entering its second year PAMCo is also able to show year-on-year data for the first time on all publisher platforms – covering smartphones, tablets, desktop and print.

Period on period (Jan – Dec 18), almost every title was able to grow its ‘total brand reach’, with only News UK titles the Times and the Sun recording declines alongside freebie Metro.

The Times, which operates a subscription package for its digital offerings, was down -2.6% PoP and -1% year-on-year (YoY), giving it a total brand reach of more than 8m. All of its platforms – in both digital and print – contributed to the PoP decline.

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The Sun, which like most newsbrands only charges for print, was down just -0.7% PoP, giving it a total brand reach of just under 29.3m – though it remains the best read of all titles by a slim margin. Again, the newsbrand saw declines in both print and digital, and year-on-year was down -12.1%.

Elsewhere, the Telegraph‘s total brand reach was up just 0.9% PoP and down -4% YoY. However, overall, the title’s total reach is still a healthy 22.7m.

In comparison, the Guardian offset print and tablet readership declines with further growth in its smartphone app. The title was up 7.4% PoP and 1.6% YoY to more than 25.2m.

Meanwhile, digital-only the Independent was up 18.9% PoP and 7.1% YoY to hit a total brand reach of almost 22m, and the Daily Mail was up 9.4% PoP to 29.3m, making it the second-best read news platform in the UK.