Sun Has Most Consistent Readership

Carat Research has analysed the recently released NRS Saturday readership data to quantify the most consistent readers throughout the week. ‘Consistency of readership’ has been measured by quantifying those who read a title during Monday to Friday and also on a Saturday. In the opposite fashion, non- consistent readership was measured.

The Sun ranks the highest of all national dailies in terms of consistent readers, with 75% of its Mon-Sat AIRs being consistent readers; unsurprisingly the Financial Times has the lowest percentage of consistent readers, just 24%. The Independent is second to the FT in terms of least consistent readers, with less than half reading the title both during the week and on Saturdays.

Carat’s research concludes with the discovery that consistency readerships are unique, title by title, and generalities by type or group of newspaper cannot be drawn.

CONSISTENCY OF READERSHIP

Source: Carat Research/NRSJul94-Jun95

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