Written evidence from the National Readership
Survey
ESTIMATED GB NATIONAL
DAILY NEWSPAPER
READERSHIP
|
| 2006 vs 1992 | January-December
| | |
| 1992
| 2006 | Change 2006 vs 1992
|
| 000's
| 000's | 000's
| % |
|
| Estimated Total Population (Adults 15+) |
45,300 | 48,186
| +2,886 | +6
|
| Estimated Readers (Adults 15+) |
| | | |
| Number reading any 1 or more of Top 10 National Dailies in average week
|
| Estimated Number of Readers | 35,051
| 31,845 | -3,206
| -9 |
| Proportion of Total Population | 77%
| 66% | |
-15 |
| Number reading any 1 or more of Top 10 National Dailies on average day (Mon-Sat)
|
| Estimated Number of Readers | 26,743
| 21,723 | -5,020
| -19 |
| Proportion of Total Population | 59%
| 45% | |
-24 |
| Number reading each Top 10 National Daily on average day (Mon-Sat)
|
| Daily Telegraph | 2,534
| 2,147 | -387
| -15 |
| Times | 1,027
| 1,740 | +713
| +69 |
| Guardian | 1,285
| 1,248 | -37
| -3 |
| Independent | 1,064
| 763 | -301
| -28 |
| Financial Times | 637
| 390 | -247
| -39 |
| 6,547 |
6,288 | -259
| -4 |
| Daily Mail | 4,478
| 5,302 | +824
| +18 |
| Daily Express | 3,777
| 1,720 | -2,057
| -54 |
| 8,255 |
7,022 | -1,233
| -15 |
| Sun | 9,717
| 7,716 | -2,001
| -21 |
| Daily Mirror/ Daily Record | 9,610
| 4,935 | -4,675
| -49 |
| Daily Star | 2,448
| 1,557 | -891
| -36 |
| 21,775 |
14,208 | -7,567
| -35 |
| Gross Total (includes reading multiple titles)
| 36,577 | 27,518
| -9,059 | -25
|
|
ESTIMATED GB NATIONAL
NEWSPAPER READERSHIP
Number reading any 1 or more of Top 10 National Dailies on
average day
|
| Jan-Dec 1992
| Jan-Dec 2006
| Change 2006 vs 1992
|
| GB Population
| Readers | Reach
| GB Population | Readers
| Reach | Population
| | Readers |
|
| Gender | 000's
| 000's | %
| 000's | 000's |
% | 000's | %
| 000's | % |
|
| Men | 21,857
| 13,790 | 63
| 23,378 | 11,504 | 49
| +1,521 | +7 | -2,286
| -17 |
| Women | 23,443
| 12,953 | 55
| 24,808 | 10,219 | 41
| +1,365 | +6 | -2,734
| -21 |
| 45,300 |
26,743 | 59
| 48,186 | 21,723 | 45
| +2,886 | +6 | -5,020
| -19 |
| Age | |
| | | |
| | | |
|
| 15-24 | 7,678
| 4,448 | 58
| 7,623 | 2,810 | 37
| -55 | -1 | -1,638
| -37 |
| 25-34 | 8,828
| 4,823 | 55
| 7,534 | 2,898 | 38
| -1,294 | -15 | -1,925
| -40 |
| 35-44 | 7,561
| 4,324 | 57
| 8,993 | 3,571 | 40
| +1,432 | +19 | -753
| -17 |
| 45-54 | 6,727
| 4,226 | 63
| 7,610 | 3,503 | 46
| +883 | +13 | -723
| -17 |
| 55-64 | 5,644
| 3,522 | 62
| 6,973 | 3,678 | 53
| +1,329 | +24 | +156
| +4 |
| 65+ | 8,862 |
5,400 | 61
| 9,453 | 5,263 | 56
| +591 | +7 | -137
| -3 |
| 45,300 |
26,743 | 59
| 48,186 | 21,723 | 45
| +2,886 | +6 | -5,020
| -19 |
| Socio-Demographic Group |
| | |
| | | |
| |
| A | 1,344 |
911 | 68
| 1,932 | 1,102 | 57
| +588 | +44 | +191
| +21 |
| B | 6,801 |
4,043 | 59
| 10,573 | 4,730 | 45
| +3,772 | +55 | +687
| +17 |
| C1 | 11,176 |
6,246 | 56
| 13,982 | 6,158 | 44
| +2,806 | +25 | -88
| -1 |
| C2 | 12,296 |
7,592 | 62
| 9,964 | 4,791 | 48
| -2,332 | -19 | -2,801
| -37 |
| D | 7,835 |
4,840 | 62
| 7,819 | 3,521 | 45
| -16 | -0 | -1,319
| -27 |
| E | 5,848 |
3,111 | 53
| 3,916 | 1,421 | 36
| -1,932 | -33 | -1,690
| -54 |
| 45,300 |
26,743 | 59
| 48,186 | 21,723 | 45
| +2,886 | +6 | -5,020
| -19 |
|
THE DAILY
TELEGRAPH
|
| Overall Figures | 1992
| 2006 | Change
|
|
| 000's
| 000's | 000's
| % |
| Total Readership | 2,534
| 2,147 | -387
| -15.3 |
| Total Reach | 5.6%
| 4.5% | |
-19.6 |
| Gender | |
| | |
| Male | 1,390
| 1,164 | -226
| -16 |
| Female | 1,144
| 982 | -162
| -14 |
| Age Range of Readers |
| | | |
| 15-24 | 294
| 157 | -137
| -47 |
| 25-34 | 279
| 129 | -150
| -54 |
| 35-44 | 423
| 227 | -196
| -46 |
| 45-54 | 482
| 319 | -163
| -34 |
| 55-64 | 421
| 490 | +69
| +16 |
| 65+ | 634 |
823 | +189
| +30 |
| Socio-Economic | |
| | |
| Group of Readers | |
| | |
| A | 292 |
322 | +30
| +10 |
| B | 1,026 |
910 | -116
| -11 |
| C1 | 729 |
614 | -115
| -16 |
| C2 | 280 |
173 | -107
| -38 |
| D | 130 |
95 | -35
| -27 |
| E | 76 |
33 | -43
| -57 |
|
THE TIMES
|
| Overall Figures |
1992 | 2006
| Change |
|
| 000's
| 000's | 000's
| % |
| Total Readership | 1,027
| 1,740 | +713
| +69.4 |
| Total Reach | 2.3%
| 3.6% | |
+56.5 |
| Gender | |
| | |
| Male | 629
| 977 | +348
| +55 |
| Female | 398
| 763 | +365
| +92 |
| Age Range of Readers |
| | | |
| 15-24 | 152
| 193 | +41
| +27 |
| 25-34 | 192
| 250 | +58
| +30 |
| 35-44 | 212
| 312 | +100
| +47 |
| 45-54 | 210
| 336 | +126
| +60 |
| 55-64 | 135
| 340 | +205
| +152 |
| 65+ | 127 |
309 | +182
| +143 |
| Socio-Economic | |
| | |
| Group of Readers | |
| | |
| A | 174 |
284 | +110
| +63 |
| B | 412 |
831 | +419
| +102 |
| C1 | 274 |
431 | +157
| +57 |
| C2 | 89 |
120 | +31
| +35 |
| D | 52 |
61 | +9
| +17 |
| E | 26 |
13 | -13
| -50 |
|
FINANCIAL TIMES
|
| Overall Figures |
1992 | 2006
| Change |
|
| 000's
| 000's | 000's
| % |
| Total Readership | 637
| 390 | -247
| -38.8 |
| Total Reach | 1.4%
| 0.8% | |
-42.9 |
| Gender | |
| | |
| Male | 448
| 304 | -144
| -32 |
| Female | 189
| 86 | -103
| -54 |
| Age Range of Readers |
| | | |
| 15-24 | 90
| 34 | -56
| -62 |
| 25-34 | 138
| 108 | -30
| -22 |
| 35-44 | 190
| 95 | -95
| -50 |
| 45-54 | 111
| 77 | -34
| -31 |
| 55-64 | 69
| 53 | -16
| -23 |
| 65+ | 39 |
27 | -12
| -31 |
| Socio-Economic | |
| | |
| Group of Readers | |
| | |
| A | 120 |
81 | -39
| -33 |
| B | 259 |
199 | -60
| -23 |
| C1 | 184 |
84 | -100
| -54 |
| C2 | 45 |
12 | -33
| -73 |
| D | 20 |
10 | -10
| -50 |
| E | 9 |
3 | -6
| -67 |
|
THE GUARDIAN
|
| Overall Figures |
1992 | 2006
| Change |
|
| 000's
| 000's | 000's
| % |
| Total Readership | 1,285
| 1,248 | -37
| -2.9 |
| Total Reach | 2.8%
| 2.6% | |
-7.1 |
| Gender | |
| | |
| Male | 736
| 694 | -42
| -6 |
| Female | 549
| 554 | +5
| +1 |
| Age Range of Readers |
| | | |
| 15-24 | 226
| 211 | -15
| -7 |
| 25-34 | 289
| 234 | -55
| -19 |
| 35-44 | 305
| 246 | -59
| -19 |
| 45-54 | 205
| 233 | +28
| +14 |
| 55-64 | 128
| 161 | +33
| +26 |
| 65+ | 132 |
163 | +31
| +23 |
| Socio-Economic | |
| | |
| Group of Readers | |
| | |
| A | 104 |
155 | +51
| +49 |
| B | 528 |
621 | +93
| +18 |
| C1 | 370 |
357 | -13
| -4 |
| C2 | 147 |
52 | -95
| -65 |
| D | 93 |
46 | -47
| -51 |
| E | 43 |
17 | -26
| -60 |
|
THE INDEPENDENT
|
| Overall Figures |
1992 | 2006
| Change |
|
| 000's
| 000's | 000's
| % |
| Total Readership | 1,064
| 763 | -301
| -28.3 |
| Total Reach | 2.3%
| 1.6% | |
-30.4 |
| Gender | |
| | |
| Male | 648
| 470 | -178
| -27 |
| Female | 416
| 293 | -123
| -30 |
| Age Range of Readers |
| | | |
| 15-24 | 186
| 117 | -69
| -37 |
| 25-34 | 261
| 131 | -130
| -50 |
| 35-44 | 248
| 160 | -88
| -35 |
| 45-54 | 189
| 132 | -57
| -30 |
| 55-64 | 100
| 139 | +39
| +39 |
| 65+ | 80 |
85 | +5
| +6 |
| Socio-Economic | |
| | |
| Group of Readers | |
| | |
| A | 132 |
97 | -35
| -27 |
| B | 460 |
346 | -114
| -25 |
| C1 | 283 |
229 | -54
| -19 |
| C2 | 116 |
53 | -63
| -54 |
| D | 43 |
29 | -14
| -33 |
| E | 31 |
12 | -19
| -61 |
|
DAILY MAIL
|
| Overall Figures |
1992 | 2006
| Change |
|
| 000's
| 000's | 000's
| % |
| Total Readership | 4,478
| 5,302 | +824.00
| +18.4 |
| Total Reach | 9.9%
| 11.0% | |
+11.1 |
| Gender | |
| | |
| Male | 2,221
| 2,542 | +321
| +14 |
| Female | 2,257
| 2,759 | +502
| +22 |
| Age Range of Readers |
| | | |
| 15-24 | 646
| 431 | -215
| -33 |
| 25-34 | 706
| 487 | -219
| -31 |
| 35-44 | 760
| 745 | -15
| -2 |
| 45-54 | 763
| 938 | +175
| +23 |
| 55-64 | 632
| 1,153 | +521
| +82 |
| 65+ | 972 |
1,547 | +575
| +59 |
| Socio-Economic | |
| | |
| Group of Readers | |
| | |
| A | 203 |
281 | +78
| +38 |
| B | 963 |
1,307 | +344
| +36 |
| C1 | 1,470
| 1,802 | +332
| +23 |
| C2 | 1,117
| 1,029 | -88
| -8 |
| D | 456 |
670 | +214
| +47 |
| E | 269 |
213 | -56
| -21 |
|
DAILY EXPRESS
|
| Overall Figures |
1992 | 2006
| Change |
|
| 000's
| 000's | 000's
| % |
| Total Readership | 3,777
| 1,720 | -2,057
| -54.5 |
| Total Reach | 8.3%
| 3.6% | |
-56.6 |
| Gender | |
| | |
| Male | 1,975
| 827 | -1,148
| -58 |
| Female | 1,802
| 893 | -909
| -50 |
| Age Range of Readers |
| | | |
| 15-24 | 548
| 128 | -420
| -77 |
| 25-34 | 516
| 153 | -363
| -70 |
| 35-44 | 532
| 197 | -335
| -63 |
| 45-54 | 605
| 290 | -315
| -52 |
| 55-64 | 594
| 333 | -261
| -44 |
| 65+ | 983 |
620 | -363
| -37 |
| Socio-Economic | |
| | |
| Group of Readers | |
| | |
| A | 118 |
70 | -48
| -41 |
| B | 699 |
385 | -314
| -45 |
| C1 | 1,249
| 581 | -668
| -53 |
| C2 | 1,015
| 373 | -642
| -63 |
| D | 423 |
231 | -192
| -45 |
| E | 274 |
79 | -195
| -71 |
|
THE SUN
|
| Overall Figures |
1992 | 2006
| Change |
|
| 000's
| 000's | 000's
| % |
| Total Readership | 9,717
| 7,716 | -2,001
| -20.6 |
| Total Reach | 21.5%
| 16.0% | |
-25.6 |
| Gender | |
| | |
| Male | 5,353
| 4,508 | -845
| -16 |
| Female | 4,363
| 3,208 | -1,155
| -26 |
| Age Range of Readers |
| | | |
| 15-24 | 2,136
| 1,565 | -571
| -27 |
| 25-34 | 2,207
| 1,479 | -728
| -33 |
| 35-44 | 1,541
| 1,593 | +52
| +3 |
| 45-54 | 1,394
| 1,117 | -277
| -20 |
| 55-64 | 1,112
| 902 | -210
| -19 |
| 65+ | 1,327
| 1,060 | -267
| -20 |
| Socio-Economic | |
| | |
| Group of Readers | |
| | |
| A | 65 |
76 | +11
| +17 |
| B | 477 |
798 | +321
| +67 |
| C1 | 1,836
| 1,995 | +159
| +9 |
| C2 | 3,494
| 2,309 | -1,185
| -34 |
| D | 2,434 |
1,822 | -612
| -25 |
| E | 1,411 |
715 | -696
| -49 |
|
DAILY MIRROR/DAILY
RECORD
|
| Overall Figures |
1992 | 2006
| Change |
|
| 000's
| 000's | 000's
| % |
| Total Readership | 9,610
| 4,935 | -4,675
| -48.6 |
| Total Reach | 21.2%
| 10.2% | |
-51.9 |
| Gender | |
| | |
| Male | 5,153
| 2,565 | -2,588
| -50 |
| Female | 4,457
| 2,370 | -2,087
| -47 |
| Age Range of Readers |
| | | |
| 15-24 | 1,757
| 705 | -1,052
| -60 |
| 25-34 | 1,763
| 629 | -1,134
| -64 |
| 35-44 | 1,511
| 777 | -734
| -49 |
| 45-54 | 1,535
| 784 | -751
| -49 |
| 55-64 | 1,220
| 818 | -402
| -33 |
| 65+ | 1,824
| 1,222 | -602
| -33 |
| Socio-Economic | |
| | |
| Group of Readers | |
| | |
| A | 51 |
80 | +29
| +57 |
| B | 603 |
550 | -53
| -9 |
| C1 | 1,868
| 1,371 | -497
| -27 |
| C2 | 3,314
| 1,350 | -1,964
| -59 |
| D | 2,395 |
1,101 | -1,294
| -54 |
| E | 1,379 |
483 | -896
| -65 |
|
DAILY STAR
|
| Overall Figures |
1992 | 2006
| Change |
|
| 000's
| 000's | 000's
| % |
| Total Readership | 2,448
| 1,557 | -891
| -36.4 |
| Total Reach | 5.4%
| 3.2% | |
-40.7 |
| Gender | |
| | |
| Male | 1,591
| 1,139 | -452
| -28 |
| Female | 857
| 418 | -439
| -51 |
| Age Range of Readers |
| | | |
| 15-24 | 589
| 370 | -219
| -37 |
| 25-34 | 611
| 388 | -223
| -36 |
| 35-44 | 454
| 334 | -120
| -26 |
| 45-54 | 386
| 219 | -167
| -43 |
| 55-64 | 195
| 134 | -61
| -31 |
| 65+ | 213 |
113 | -100
| -47 |
| Socio-Economic | |
| | |
| Group of Readers | |
| | |
| A | 9 |
21 | +12
| +133 |
| B | 110 |
108 | -2
| -2 |
| C1 | 383 |
360 | -23
| -6 |
| C2 | 979 |
508 | -471
| -48 |
| D | 664 |
441 | -223
| -34 |
| E | 303 |
118 | -185
| -61 |
|
OVERALL READERS
AND REACH
OF TOP
10 NATIONAL SUNDAY
NEWSPAPERS IN
GREAT BRITAIN
|
| Estimated Number of Readers of an Average Issue (Jan-Dec)
| Readers (000's)
| Change |
Reach (%) |
Change |
| 1992
| 2006 | 000's
| % | 1992
| 2006 | %
|
|
| Sunday Times | 3,516
| 3,590 | +74
| +2.1 | 7.8
| 7.5 | -4.0
|
| Sunday Telegraph | 1,814
| 1,913 | +99
| +5.5 | 4.0
| 4.0 | -0.9
|
| Observer | 1,665
| 1,475 | -190
| -11.4 | 3.7
| 3.1 | -16.7
|
| Independent on Sunday | 1,252
| 822 | -430
| -34.3 | 2.8
| 1.7 | -38.3
|
| Gross Total | 8,247
| 7,800 | -447
| -5.4 | 18.2
| 16.2 | -11.1
|
| Mail on Sunday | 5,828
| 6,081 | +253
| +4.3 | 12.9
| 12.6 | -1.9
|
| Sunday Express | 4,907
| 2,015 | -2892
| -58.9 | 10.8
| 4.2 | -61.4
|
| Gross Total | 10,735
| 8,096 | -2,639
| -24.6 | 23.7
| 16.8 | -29.1
|
| News of the World | 12,502
| 8,258 | -4,244
| -33.9 | 27.6
| 17.1 | -37.9
|
| People | 6,069
| 1,819 | -4,250
| -70.0 | 13.4
| 3.8 | -71.8
|
| Sunday Mirror | 8,755
| 4,155 | -4,600
| -52.5 | 19.3
| 8.6 | -55.4
|
| Daily Star Sunday* | n/a
| 985 | |
| n/a | 2.0
| |
| Gross Total | 27,326
| 15,217 | -12,109
| -44.3 | 60.3
| 31.6 | -47.6
|
| Net Total | 29,175
| 23,050 | -6,125
| -21.0 | 64.4
| 47.8 | -25.7
|
|
| Gross Totals count individuals more than once if they read more than one of these newspapers in an average week.
|
| Net Totals count individuals once, no matter how many of these newspaers they read in an average week.
|
| *Added to Survey in 2003 |
POPULATION, READERSHIP
AND REACH
OF TOP
TEN SUNDAY
NEWSPAPERS IN
GREAT BRITAIN
BY AGE
GROUP
|
| Population (000's)
| Change | Readers* (000's)
| Change | Reach* (%)
| Change |
| Age Groups | 1992
| 2006 | %
| 1992 | 2006
| % | 1992
| 2006 | %
|
|
| 15-24 | 7,678
| 7,623 | -1
| 5,111 | 3,047
| -40 | 67
| 40 | -40
|
| 25-34 | 8,828
| 7,534 | -15
| 5,686 | 3,424
| -40 | 64
| 45 | -29
|
| 35-44 | 7,561
| 8,993 | +19
| 4,779 | 4,237
| -11 | 63
| 47 | -25
|
| 45-54 | 6,727
| 7,610 | +13
| 4,575 | 3,812
| -17 | 68
| 50 | -26
|
| 55-64 | 5,644
| 6,973 | +24
| 3,759 | 3,803
| +1 | 67
| 55 | -18
|
| 65+ | 8,862 |
9,453 | +7
| 5,265 | 4,727
| -10 | 59
| 50 | -16
|
| Total | 45,300
| 48,186 | +6
| 29,175 | 23,050
| -21 | 64
| 48 | -26
|
|
TABLE THREE
POPULATION, READERSHIP
AND REACH
BY SOCIO-ECONOMIC
GROUP
|
| Socio-Economic Groups | Population (000's)
| Change | Readers* (000's)
| Change | Reach* (%)
| Change |
| 1992
| 2006 | %
| 1992 | 2006
| % | 1992
| 2006 | %
|
|
| A | 1,344 |
1,932 | +44
| 991 | 1,180
| +19 | 74
| 61 | -17
|
| B | 6,801 |
10,573 | +55
| 4,507 | 5,402
| +20 | 66
| 51 | -23
|
| C1 | 11,176 |
13,982 | +25
| 7,222 | 6,693
| -7 | 65
| 48 | -26
|
| C2 | 12,298 |
9,964 | -19
| 8,143 | 4,883
| -40 | 66
| 49 | -26
|
| D | 7,835 |
7,819 | -0
| 5,197 | 3,446
| -34 | 66
| 44 | -34
|
| E | 5,846 |
3,916 | -33
| 3,115 | 1,446
| -54 | 53
| 37 | -31
|
| Total | 45,300
| 48,186 | +6
| 29,175 | 23,050
| -21 | 64
| 48 | -26
|
|
| * Based on estimates of the number of adults reading any one or more of the Top 10 National Sundays in an average week
|
|
