Table Of Contents
New Developments for the JNRS 2012/2013 report
Print and Online Measurement
Readership Estimates – Confidence Limits of print readership
Adult coverage of Dailies, Sundays, Weekly and Regional newspapers • Total Readership - Any Print and/or online • Print Readership – Any print and/or e-paper • Online Readership – Any online • Platform used Based on Online AIR (Summary table of daily & Sunday titles)
Adult coverage of Daily, Sunday and Weekly newspaper magazines • Total Readership - Any Print and/or online • Print Readership – Any print and/or e-paper • Online Readership – Any online
Adults Duplicated Readership • Within print titles AIR • Within total AIR readership
Adults - Sole Readership • Within total readership of daily newspaper (print and online • Within total readership of Sunday newspaper (print and/or online)
Frequency of Online AIR readership • Any newspaper, any daily, any Sunday
JNRS 2012/2013 – First Report exclusively using the new approach to newspaper measurement and data collection
The JNRS 2012/2013 Report is the first readership report exclusively using the new approach to newspaper measurement and data collection. This change in design and methodology means that it is not valid to make direct comparisons with the 2012 Transition report or with the 2011/2012 JNRS report.
Print and Digital Readership
The JNRS questionnaire was redesigned and extended in order to accommodate and differentiate between Print and Digital readership. It now includes online newspaper measurement of subscriber daily, Sunday, weekly titles and their magazines, and regional titles.
At the same time, the initial readership questions were defined as being for printed newspapers, while online reading was specifically excluded, until asked for later in the questionnaire.
This represents a change from previous questioning, where the newspaper readership media platform was not defined. It was left to the respondents own interpretation as to whether they were referencing printed, online or both, when answering these questions.
New Print and Online Questions
New Defined Print Question
Q. First of all, I’d like to go through this booklet with you – which contains the titles of printed daily newspapers. For each daily newspaper, please tell me roughly how often you have read or looked at any part of it in the past year – it doesn’t matter where. Please don’t count any you have read online, - that is using devices with internet access like computers or mobile phones. I will be asking questions about online reading later.
EXPLAIN (same as old questionnaire) • It doesn’t matter whether it was a copy you’d bought yourself or somebody else’s, or how old it was. • It doesn’t matter how much or how little you have read. • Any part of the newspaper or magazine counts even if you have only read or looked at one of the separate sections or magazines which come with the newspaper. • It counts just so long as you have spent at least two minutes reading or looking at any copy in the last 12 months.
New Online Questions
Q. Have you accessed the internet in the past 12 months, at home, at work, or anywhere else?
Q. This card shows you all the ways you can read or look at newspaper content online, whether directly via a newspaper website or indirectly through links posted on other sites such as Facebook or Twitter or through newspaper apps on your mobile device, or looking at an electronic replica of the printed newspaper that a subscription is paid for.
The only reading we are NOT interested now is in reading the paper version of the newspaper. Have you used any of these ways to obtain newspaper content ONLINE IN THE PAST 3 MONTHS? In addition to new questions, the order of questions was also altered Frequency of Reading – Differs between Print and Digital
Print Online (as previously) Every day / most week days Almost always 3 -4 times a week Quite often 1 – 2 times a week Once a week Only occasionally 2 – 3 times a month Not in past year Less often Never
Recency of Reading
Measurement used to determine Average Issue Readership for Print platform has been applied identically to Online Readership i.e. Readership of Daily online ‘yesterday’ has been equated to A.I.R., whilst readership of Sunday or Weekly newspapers online in past 7 days has also been equated to A.I.R.
This enables us to provide total A.I.R. figures for each publication.
Regular reading of newspaper online is approx 1 in 7 of the population but varies hugely by demographics
JNRS 2012/2013 Any Daily Newspaper
Daily 6%
Weekly+ 13%
Monthly+ 16%
Any 18%
Any Sunday Newspaper
Weekly + 3%
Monthly + 5%
Ever 7%
Any Newspaper Daily 6%
Weekly+ 13%
Monthly+ 17%
Any 21%
Frequency of Reading Newspapers Online Highest levels of weekly plus online readership is amongst more white collar, under 45’s living in Dublin
Weekly+ online readership JNRS 2012/2013 a m o n g s t l i f e s t a g e g r o u p s
Under 35 ABC1F (23%) ABC1 Work Full time (28%)
GENDER AGE CLASS AREA
Rest of Total Male Female U45 45+ AB C1 C2DEF Dublin Ireland
30%
21% 17% 18% 15% 13% 12% Access any 9% 10% newspaper 7% online weekly +
Penetration of Weekly Plus Online Readership by Demographics
7 Some Facts about Average Issue Readership – Print and Online
JNRS 2012/2013 Any Daily Newspaper
Total readership 62% Online readers bring an extra 158,000 Any print 58% readers to daily newspaper market
Any online 10%
Any Sunday Newspaper
Total readership 60% Online readers bring an extra 42,000 Any print 59% readers to Sunday market
Any online 4%
Any Newspaper High crossover between print & online editions of the same title (50%) Total readership 84%
81% Any print Within daily online editions, high crossover between titles Any online 13%
Note : Total readership is made up readers of print or online or both. People who read both will only be counted once, therefore the total is not a straight addition of print and online. Electronic Data Collection using HAPI
New Data Collection Methodology
A second development of the JNRS was also introduced in June 2012 to coincide with the redesign of the questionnaire. This involved a new method of collecting data, whereby interviewers used an electronic hand palm top device HAPI to administer questions and record answers.
This electronic method has significant advantages over the traditional pen and paper questionnaire. It enhances the quality of data collection by controlling the whole questioning procedure for interviews, including all relevant routing filters for each title.
The electronic collection has had a positive impact on daily readership drawing in more occasional readers. This can be attributed to the better, more engaging prompting, with less opportunity for titles to be passed over by respondents. As would be expected, any titles that may have been over looked previously are more likely to be by occasional readers.
Core readers (those who read the title “almost always”) make up similar proportions for Irish Independent, Irish Times, Irish Examiner & Irish Daily Mail
JNRS 2012/2013: All adults 15+ Weighted data (3,594,000)
4 6 3 Almost always 11 4 6 4 11 11 13 Quite often 18 Only occasionally 24
81 80 70 Not in the past year 54
Weighted data (000’s) 2012 / 2012 / 2012 / 2012 / 2013 2013 2013 2013 AIR of each title (570) (211) (337) (206) % % % %
53 51 53 51 Almost always
23 23 26 Quite often 29
Only occasionally 18 26 23 23
Frequency of Reading Print Daily Newspapers I A similar pattern achieved for Irish Daily, Mirror, Irish Daily Star and the Irish Sun
JNRS 2012/2013: All adults 15+ Weighted data (3,594,000)
Almost always 5 7 6 5 7 Quite often 10 7 5 Only occasionally 16 13 17 17
Not in the past year 75 74 66 70
Weighted population data (000’s) 2012 / 2012 / 2012 / 2012 / 2013 2013 2013 2013 AIR of each title (269) (387) (337) (308) % % % %
51 51 48 Almost always 64
28 Quite often 28 31 23 24 Only occasionally 21 18 13
Frequency of Reading Print Daily Newspapers II 11 Sunday broadsheets and Sunday World achieve relatively higher levels of levels of loyalty
JNRS 2012/2013: All adults 15+ Weighted data (3,594,000)
3 1 8 Almost always 6 3 16 20 7 5 Quite often 5 Only occasionally 12 11
90 82 Not in the past year 63 68
Weighted data (000’s) 2012 / 2012 / 2012 / 2012 / 2013 2013 2013 2013 AIR for each title (903) (140) (388) (780) % % % %
65 Almost always 76 72 74
21 Quite often 15 16 16 Only occasionally 9 14 12 10
12 More occasional readers amongst AIR readers for the Sunday Mirror, Irish Mail on Sunday and the Sunday edition of the Sun.
JNRS 2012/2013: All adults 15+ Weighted data (3,594,000)
Almost always 7 3 4 2 Quite often 2 2 Only occasionally 7 6 5
Not in the past year 84 89 88
Base: Weighted population (000’s) 2012 / 2012 / 2012 / 2013 2013 2013 AIR or each title (351) (180) (249) % % %
Almost always 53 58 70
23 Quite often 24 15 Only occasionally 14 24 18
Frequency of Reading Print Sunday Newspapers II 13 New /Amendments to Publications in JNRS 2012/2013
In June 2012, a number of newspaper magazines joined the survey and are published for the first time in the JNRS 2012/2013 report.
• Farming (Irish Independent) • Fit (Irish Independent) • Living (Sunday Independent) • Sunday (Sunday Times)
Two new magazines were added in June 2013 (Weekend – Irish Daily Mail, More – Irish Mail on Sunday) and will be published in JNRS 2013/2014. Any adjustment from these magazines towards the parent titles will be included in the calendar JNRS 2013 report.
Other changes include the Evening Herald being renamed The Herald in March 2013 and is available as a daily paper.
The Irish Sun Sunday has now been on the survey for a full 12 months and is published in this report.
Readership of any new or ceased publications are included in the “Any Daily”, “Any Sunday” and “Any Newspaper” readership figures for the time they are on the survey. An additional question was added from February 2012, which draws in a total figure for readership of any other titles not included in the survey (UK or otherwise). This provides for a total AIR readership for “Any Daily”, “Any Sunday”, and “Any Newspaper”.
The 2012/2013 JNRS Readership and SIG electronic data is available from Telmar using ResearchGuru and will be accessible by subscribers from Tuesday 20th August 2013. Should subscribers experience any difficulty accessing the ReSearchGuru site, please contact Jason Berry at Telmar UK (0044207 5697500) or at [email protected] . The general release of the JNRS 2012/2013 data will be from Friday 30th August 2013.
For detailed information about the sampling design, methodology and content of the 2012/2013 JNRS survey (which was previously available in the introduction and appendices to the hard copy reports), please access www.jnrs.ie, or contact Annemarie Dillon at Millward Brown (01 297 4500), [email protected].
14 JNRS 2012/2013 – PRINT Readership Estimates Confidence Limits (95% Level) Sample = 6,858; Universe Estimate: 3,594,000 Adults Aged 15+
As the sample survey technique provides estimates, which are reliable within measurable confidence limits, it is important to allow for these confidence limits (shown below) when interpreting and using the print data. PRINT READERSHIP AIR No of Readers Readership Range Any Newspaper 80.6% 2895 2861 2929 Any Daily 57.6% 2069 2027 2111 Irish Independent 15.9% 570 539 601 Irish Times 9.4% 337 312 362 Irish Examiner 5.9% 211 191 231 Irish Daily Star 10.8% 387 361 413 Irish Daily Mirror 7.5% 269 247 291 Irish Sun (Mon-Sat) 9.4% 337 312 362 Irish Daily Mail 5.7% 206 186 226 The Herald 8.6% 308 284 332
Any Sunday 59.1% 2126 2084 2168 Sunday Independent 25.1% 903 866 940 Sunday World 21.7% 780 745 815 Sunday Business Post 3.9% 140 124 156 Sunday Times 10.8% 388 362 414 Irish Sunday Mirror 5.0% 180 161 199 Irish Mail on Sunday 9.8% 351 326 376 Irish Sun (Sunday Edition) 6.9% 249 227 271 Weekly Newspapers Irish Farmers Journal 6.5% 234 213 255 Any M.Force/RNAI 35.9% 1290 1249 1331 Any M.Force/RNAI ( excl Dublin/Cork City) 51.2% 1234 1200 1268 JNRS 2012/2013 – PRINT Readership Estimates Confidence Limits (95% Level) – Sample = 6,858: Universe Estimate: 3,594,000 Adults Aged 15+
As the sample survey technique provides estimates, which are reliable within measurable confidence limits, it is important to allow for these confidence limits (shown below) when interpreting and using the print data.
Daily Print Newspaper Magazines AIR No of Readers Readership Range Weekend (Irish Indep ) 14.1% 507 477 537 Day and Night (Irish Indep) 5.5% 198 179 217 Health and Living (Irish Indep) 10.5% 377 351 403 Foinse (Irish Indep) 2.4% 85 72 98 Farming (Irish Indep) 5.5% 196 177 215 Fit (Irish Indep) 4.2% 152 135 169 The Irish Times Magazine 8.9% 321 297 345 The Ticket (Irish Times) 4.9% 177 159 195 Health Plus(Irish Times) 5.8% 207 187 227 Farming (Irish Examiner) 2.3% 81 68 94 Feel Good (Irish Examiner) 3.7% 134 118 150 Weekend ( Irish Examiner ) 5.2% 188 169 207 Property & Interiors (Irish Examiner) 4.5% 163 145 181 Star Chic (STAR) 7.8% 279 256 302 TV Buzz (Irish Sun) 7.4% 266 244 288 You (Irish Daily Mail) 4.1% 146 129 163 Femail (Irish Daily Mail) 2.7% 98 84 112 Good Health (Irish Daily Mail) 4.3% 153 136 170 We Love Telly (Irish Daily Mirror) 6.0% 217 197 237 The Dubliner (Evening Herald) 3.9% 139 123 155
Sunday Print Newspaper Magazines Life (Sunday Independent) 15.1% 541 511 571 Living (Sunday Independent) 15.1% 543 513 573 Sunday Times Magazine 6.6% 238 217 259 Culture (Sunday Times) 6.5% 235 214 256 Style (Sunday Times) 5.5% 198 179 217 Sunday (Sunday Times) 5.9% 212 192 232 Fabulous (Irish Sun, Sunday Ed) 3.4% 124 108 140 TV Week (Irish Mail on Sunday) 5.9% 211 191 231 Sunday World Magazine (Sunday World) 14.6% 524 494 554 Sunday Business Post Magazine 2.2% 78 66 90
Weekly Print Newspaper Magazine Irish Country Living 3.8% 138 122 154