This will provide the planning, buying and selling communities with a continuous single-source trading and planning currency for the first time from NRS.
The new dataset will include the website and print readership figures for all the major UK national newspapers and consumer magazines as well as data from over 400 non-publisher websites. In addition to the headline readership figures, users will also be able to review:
• The unique audience for print and online as well as the unduplicated combined net audience
• The comparison of in-depth print and online age and demographic profile data for the first time
• An integrated model of reach and frequency for print and online
• Exclusive insight about what non-publisher websites readers of newspapers and magazines visit online, and vice versa
In addition to monthly reach, NRS PADD will show weekly and daily reach for websites. It will also show pageviews and dwell time, the latter providing a useful adjunct to the NRS Time Spent Reading data for print.
NRS used a data fusion approach, fusing NRS data with passive online research, to ensure that the Survey’s readership estimates, which will continue to be collected by Ipsos MORI on behalf of the NRS, were not disrupted. The online data will be provided by UKOM/Nielsen, the industry accepted source of online data, while RSMB will be responsible for the fusion of the two data sources.
The data published on September 10th will show NRS readership data for the period April 2011 – March 2012 combined with the UKOM data for the period April 2012. A further two reports will be issued in 2012, in late October (showing NRS period July 2011 – June 2012, UKOM/Nielsen period June 2012) and December (showing NRS period October 2011 – September 2012, UKOM/Nielsen period September 2012).
The introduction of online audience data represents the most significant development to the NRS in over 50 years.
Mike Ironside (pictured), chief executive at NRS, said: “We are delighted to be announcing the launch of NRS PADD. This is a huge development not only for NRS but for the industry and being able to provide the industry with combined audience data for print and online for the first time will shape the future of media measurement.”
Barry McIlheney, CEO, PPA said: “By combining the existing, trusted NRS measurement of print readership with new online readership data, NRS PADD – Print and Digital Data gives advertisers and media agencies access to a valuable new metric that details the expanded reach of magazine brands across key content platforms.”
Rufus Olins, CEO, Newsworks said: “We welcome the launch of NRS PADD – Print and Digital Data as a huge step forward for the newsbrand industry. Readership of newspaper content on electronic devices is growing faster than print readership is declining and so NRS PADD - which combines print and online readership figures - will help reflect this positive story. We look forward to future developments which will take into account not just online readership on desktops and laptops, but also on mobile and tablets.”
