Total Audience:Measuring newspaper audiences across media

Industry research still measures in silos

Whereas Total Audience gives unduplicated cross media reach

Increased appetite for quality news content

Source NRS Jan-Dec 1994, Total Audience 2011 Wave 2

Total Audience research methodology

– Nationally representative telephone survey– 2,000 respondents, rolling 4 waves per annum,

merged to give 8,000 sample– Measures weekly readership of all national press

titles and their online content– Gives weekly, unduplicated reach– Use of other digital content– Data available across all TGI variables

(demographics, brand and media consumption, attitudinal)

Almost 6 million readers each week

Source Total Audience 2011 wave 2

A growing weekly total audience

GNM total weekly audience growth over time

Source Total Audience 2011 Wave 2

Distribution of total audienceby brand

Source Total Audience 2011 Wave 2

The Observer

2,529,000

1,114,000

555,000 117,000

881,000344,000

317,000

The Guardian

guardian.co.uk

Distribution of total audienceby brand

Source Total Audience 2011 Wave 2

43%

19%

9% 2%

15%6%

6%

The Observer

The Guardian

guardian.co.uk

The highest crossoverbetween print and web

Source Total Audience 2011 wave 2

Offering disproportionate value

GNM Total Audience – penetration (%)

Source Total Audience 2011 Wave 2

An attractive print & web audience

Source Total Audience 2011 Wave 2

Weighting campaigns based on audience

Source Total Audience 2011 Wave 2

Accessing digital content

Source Total Audience 2011 Wave 2

Accessing content via mobile or alerts, or by downloading it elsewhere

Source Total Audience 2011 wave 2. Caution: small sample sizes

Distribution of total audience by platform

4%

35%

34% 2%

4%16%5%

Print

Fixed internet

Mobile

GNM weekly audience, by platform %

Source: GNM Total Audience, Wave 2 2011