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Total Audience Measuring newspaper audiences across media
Total AudienceMeasuring newspaper audiences across media
226-0-26
Industry research still measures in silos
Whereas Total Audience gives unduplicated cross media reach
226-0-26
Increased appetite for quality news content
Source NRS Jan-Dec 1994, Total Audience 2011 Wave 2
226-0-26Total Audience 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)
226-0-26Almost 6 million readers each week
Source Total Audience 2011 wave 2
226-0-26
A growing weekly total audience
GNM total weekly audience growth over time
Source Total Audience 2011 Wave 2
226-0-26
Distribution of total audienceby brand
The Observer
Source Total Audience 2011 Wave 2
2,529,000
1,114,000
555,000 117,000
881,000344,000
317,000
The Guardian
guardian.co.uk
226-0-26
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
226-0-26
The highest crossoverbetween print and web
Source Total Audience 2011 wave 2
226-0-26Offering disproportionate value
GNM Total Audience – penetration (%)
Source Total Audience 2011 Wave 2
226-0-26
An attractive print & web audience
Source Total Audience 2011 Wave 2
226-0-26
Weighting campaigns based on audience
Source Total Audience 2011 Wave 2
New Digital Media
226-0-26Accessing digital content
Source Total Audience 2011 Wave 2
226-0-26
How readers access online content
Source Total Audience 2011 wave 2. Caution: small sample sizes
226-0-26Distribution of total audience by platform
4%
35%
34% 2%
4%16%5%
Fixed internet
Mobile
GNM weekly audience, by platform %
Source: GNM Total Audience, Wave 2 2011
