This additional data will show publishers’ total brand reach, in combination with the estimates for reading in print and on PC websites already published.
NRS, which conducts face-to-face surveys of 36,000 people per year, now includes questions about whether consumers have accessed publisher brands across a wide range of digital platforms such as:
• Website on a mobile and/or tablet
• App on a mobile and/or tablet
• Digital edition on PC, laptop, tablet and/or e-reader
The questions cover 13 news brands and 24 magazine brands.
NRS will use the data collected to publish estimates of total brand reach from summer 2014. This multi-platform NRS PADD will provide the media industry with a continuous single-source trading and planning currency.
Mike Ironside, chief executive at NRS, said: “The extension of our reports to include tablet and mobile data is a huge step for the organisation. It has been in our plans since the launch of NRS PADD last year, and we’re extremely excited that it is finally coming to fruition. Not only will the market have measures of total reach for the brands concerned, they will be able to compare and analyse these multi-platform audiences in any way they wish.”
Jane Ratcliffe, Chairman, Mediacom, said: “Over the last fifteen months NRS PADD has become a trusted source for all media planners, and the addition of mobile and tablet data will only increase its relevance to the rise & rise of the News Brand. There has been too much talk in the press about the demise of print, but the addition of this data will complete the picture of true multichannel readership and demonstrate an industry that continues to hold relevance in the modern era.”
NRS PADD has been providing estimates of the combined reach of print and PC websites based on a fusion of NRS and UKOM (comScore) data since its launch in September 2012. The new mobile and tablet estimates will be added to this dataset, subject to sample sizes and approval.
About NRS
NRS says: “NRS Ltd is a non-profit-making, commercial organisation funded by the NPA, PPA and IPA. Its primary role is to provide reliable and professional readership estimates of the number and nature of the people who read Britain’s newspapers and consumer magazines. Currently the survey publishes data for more than 300 newspapers, newspaper supplements and magazines, which together represent the large majority of the UK press advertising market.”
