Total Audience: Measuring newspaper audiences across media

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. 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) Total Audience research methodology

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

9. The highest crossoverbetween print and web

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

11. An attractive print & web audience

12. Weighting campaigns based on audience

13. Accessing digital content

14. Accessing content via mobile or alerts, or by downloading it elsewhere

15. 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