According to PAMCo, the data shows that 94% of British adults consume magazine and newsbrand content across a month. The data covers the period April 2019 to March 2020 (incorporating March 2020 Comscore data).
The data tables can be downloaded here.
Reaction to PAMCo figures
Below are statements from The Guardian and News UK about the latest figures:
The Guardian
New data shows Guardian is the top quality and most trusted newspaper in the UK.
The latest PAMCo results show the Guardian is the most read quality news publisher in the UK, with a record 35.6 million adults accessing Guardian journalism across both digital and print formats on average per month.
The Guardian is the second most-read online newspaper in the UK, overtaking the Mail (33.6m) for the third time in last four PAMCo releases, and the Mirror (31.7m), with a 46% year-on-year increase to bring the monthly digital readership to 35.2m readers.
The Guardian also retains its position as the UK’s most trusted news publisher by its regular readers at an overall brand level - encompassing both the Guardian and Observer in print and online.
The PAMCo data also demonstrates the Guardian's increasingly regular and engaged readership - with the Guardian recording the largest daily (8.8m) cross-platform reach across all UK qualities - around double the nearest rivals of the Independent (5.3m) and The Telegraph (4.2m). On average digital readers spend 31 minutes per month with Guardian journalism - more than any other quality.
Katharine Viner, editor-in-chief, Guardian News & Media: “During the coronavirus pandemic, the Guardian has consistently published the most impactful investigations, news and analysis, holding the government to account. We now have a record number of people coming to the Guardian and choosing to support us financially and it's clear from this data that Guardian journalism is increasingly in demand, trusted and valued.”
The Guardian is also the most-read quality newsbrand - ahead of The Times, Telegraph, i and Independent -among key advertising demographics including women, men, ABC1, under 35s and families.
News UK
Record reach for The Sun and The Times in latest PAMCo figures as readers turn to trusted newsbrands.
Following unprecedented levels of digital traffic in March 2020, The Sun and The Times have delivered record brand reach in the latest PAMCo figures.
The Sun is again the UK’s number one newsbrand, with 39.8million monthly readers and The Times & The Sunday Times reaching 16million adults, as readers turned to trusted newsbrands for the fast moving COVID-19 outbreak and lively political landscape including the General Election and Brexit.
The Sun’s brand reach in the period was up 7.3% QoQ and 34% YoY with the highest share of audience of any title on mobile at 35million. The Times & The Sunday Times brand reach was up a record 39.3% QoQ and 87.3% YoY.
The brands have been fuelled by strong digital growth, with The Times and The Sunday Times’ digital products up 58.5% QoQ and 180.9% YoY - more than any other PAMCo reporting period.
The newsbrands have also seen deeper engagement, with The Sun’s app read for 8.3 minutes longer per user than a year ago and improving its minutes per active user by 66.6% YoY to 20.8 minutes. The Times and The Sunday Times app is read for 33 minutes per active user. In print, The Sunday Times recorded its highest ever engagement with each reader spending over 93 minutes on average reading the paper.
The Combined reach of all newsbrands is now 39.6million adults a day, 48.million adults a week and 49.2million adults a month (+48%, +25.2%, +16.9% YoY respectively). Each month, newsbrands collectively reach 9.7million more adults than Google and 5.2million more than Facebook, according to PAMCo.
News UK Chief Operating Officer, David Dinsmore said: “In times of uncertainty, and of world-wide importance, readers have once again turned to trusted newsbrands, which are being consumed and read by more readers than ever before. At News UK our titles have been fuelled by digital growth and deeper engagement with our content. But looking ahead we are also growing our Home News Delivery operation as part of the 260,000 new industry HND orders through the Deliver My Newspaper website alongside our digital growth story.”
