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Total Audience

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. Total Audience methodology. Nationally representative telephone survey

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Total Audience

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  1. Total Audience Measuring newspaper audiences across media

  2. Industry research still measures in silos Whereas Total Audience gives unduplicated cross media reach

  3. Increased appetite for quality news content

  4. Total 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)

  5. Almost 6 million readers each week

  6. A growing weekly total audience GNM total weekly audience growth over time

  7. Distribution of total audienceby brand The Guardian 1,114,000 344,000 881,000 317,000 555,000 2,529,000 117,000 guardian.co.uk The Observer

  8. The Guardian 19% 6% 15% 6% 9% 43% 2% guardian.co.uk The Observer Distribution of total audienceby brand

  9. The highest crossoverbetween print and web

  10. Offering disproportionate value GNM Total Audience – penetration (%)

  11. An attractive print & web audience

  12. Weighting campaigns based on audience

  13. New Digital Media

  14. Accessing digital content

  15. How readers access online content

  16. 35% 16% 4% 5% 34% 4% 2% Distribution of total audience by platform GNM weekly audience, by platform % Fixed internet Mobile Print Source: GNM Total Audience, Wave 2 2011

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