Only just released is the publishing industry’s new audience measurement currency, PAMCo – Audience Measurement for Publishers.
For the first time UK publishers and advertisers can see audience delivery across all platforms – including phone, tablet, desktop and print. The new currency entirely replaces the work of the now-defunct National Readership Survey.
With enormous numbers of people consuming publisher content on smartphones and tablet devices, the new currency opens up new opportunities to plan and trade against them.
“Having one single de-duplicated view across all platforms has been top of our wish list for many years,” said Paul Bainsfair, director general of the Institute of Practitioners in Advertising.
For UK newsbrands, the findings reveal that nearly all publications have higher smartphone readership figures than for print for the period January to December 2017, with only a couple of exceptions.
Of the Guardian‘s 24.8 million-strong total brand reach (TBR) – the highest within the quality market – nearly 16 million of those come from mobile, while almost 4.3 million are in print. The Guardian is closely followed by The Telegraph, with a TBR of 23.7 million, and the (digital-only) Independent with just over 20.5 million.
Bucking the wider trend in the entire market, i recorded a higher print readership than mobile, (1.7 million compared with 500,000). This could be because of the title’s infamous disposition for intrusive ads which by any measure impair the i’s pitiful digital reading experience.
Within the magazine market, many titles are now also seeing mobile readership comfortably ahead of other distribution channels – The Radio Times, Auto Express, GQ and Time Out with a particularly strong showing.
Mediatel: PAMCo delivers its “landmark moment”