Total brand reach for news brands revealed in second PAMCo release

PAMCo – Audience Measurement for Publishers – has today released the latest cross-platform audience readership figures for news brands, covering the period April 2017 to March 2018 and incorporating February 2018 comScore data.

It’s only the second set of data released by the audience measurement company and is a big deal for publishers and advertisers, who can now see audience delivery across all platforms – including mobile, tablet, desktop and print.

Once again, almost all national publications have recorded higher smartphone monthly reach than print. The only exception is The Times, which recorded a print reach of 5.2m compared to a mobile reach of 2.5m – unsurprising given the news brand’s digital paywall.

The Times also reports a lower, de-duplicated total brand reach than the majority of its national competitors across all markets.
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The Mail narrowly beat The Sun for highest monthly reach across all markets, with a total brand reach of 29.3m and 29.2m, respectively. Both titles maintain strong print readership, however The Mail leads with a marginally higher combined reach across digital platforms.

The Guardian leads the quality market with a total brand reach of 24.1 million – 15.8m of which comes from smartphones and 7.9m of which comes from desktop. The Guardian also recorded the highest desktop reach of any newsbrand across all markets.

The second highest reach in the quality market comes from The Telegraph – with a total brand reach of 23.1m – followed by the digital only Independent with 17.3m.

With a print readership of 10.3m, the strongest in print was Metro; although, as a freebie, that’s unsurprising. It also reaches 13.1m on mobile, however, for a total brand reach of 22.2m.

The Mirror also remains strong with a total brand reach of 25.3 million, second only to The Sun in the popular market.

In the regional market, print readership averages 337,000. However, the strongest regional paper by far was The Scotsman, which made up for a below average 330,000 print reach with a mobile reach of 1.5 million, giving it a total brand reach of 2.3 million across all platforms.

Now that the data currency is in its second quarter, we are able to provide period-on-period data – outlined in the table below.

It should be taken into account, however, that the print estimates for both periods have 75% of data in common. Digital estimates or total brand reach therefore make more meaningful comparisons.