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Presentasjon Medietall 2016

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Presentasjon Medietall 2016 MEDIETALL 2016 MAGASIN Magasinopplag 2016 • Totalopplaget for norske magasiner er 1.876.175 eksemplarer • Det ble solgt 51 mill. blader i 2016 • Totalopplaget gikk tilbake med 4,5 prosent på sammenlignbare titler • Det kom til 2 nye titler, 6 titler gikk inn Kvinne og interiør størst 0 50 000 100 000 150 000 200 000 250 000 300 000 350 000 400 000 450 000 Voksen kvinne 414 176 Bolig / interiør 328 415 Aktualitet / TV 246 421 Kvinne 197 801 Sport / reise / vitenskap 137 233 Ung / tegneserie 100 093 Bil / båt 77 484 Innsikt / økonomi 74 030 Helse / livsstil / sunnhet 68 167 Jakt / friluft 67 093 Mann 46 975 Foreldre 32 293 PC / lyd og bilde 29 019 Mat 15 700 Netto opplag pr. utgivelse på sammenlignbare titler Vekst for mat og interiør -15 -10 -5 0 5 10 Mat 6,9 Bolig / interiør 1,7 PC / lyd og bilde -2,7 Bil / båt -3,2 Ung / tegneserie -3,6 Sport / reise / vitenskap -3,6 Jakt / friluft -4,3 Voksen kvinne -4,6 Aktualitet / TV -5,4 Innsikt / økonomi -5,7 Foreldre -5,9 Helse / livsstil / sunnhet -6,3 Mann -11,8 Kvinne -11,8 Differanse netto opplag på sammenlignbare titler 10 største blader - 20 000 40 000 60 000 80 000 100 000 120 000 140 000 160 000 Hjemmet 143 687 Se og Hør tirsdag 109 444 Familien 86 061 Vi over 60 72 004 Norsk Ukeblad 65 648 Her og Nå 65 136 Pondus 51 016 Vi Menn 46 975 Allers 46 776 Aftenposten Innsikt 43 824 Interiørblader er opplagsvinnere 2016 (+9.118) (+6.287) (+3.458) LESERTALL Stabilitet i lesermarkedet • Samlet sett en stabil utvikling fra 2015 til 2016: +0,9 prosent på sammenlignbare titler • 29 prosent av den norske befolkning (12 år+) leser daglig minst ett magasin på papir • I snitt ble et magasin tatt frem og lest/tittet i 3,5 ganger. 61 prosent av magasinenes sider blir lest/tittet i hver gang man tar fram magasinet. Dette har vært stabilt de siste årene. Matblader øker mest -10,0 -5,0 0,0 5,0 10,0 15,0 20,0 25,0 Mat 19,0 Foreldre 7,8 Aktualitet / TV 3,0 Bil / båt 2,9 Ung / tegneserie 2,9 Sport / reise / vitenskap 2,9 Jakt / friluft 1,7 Helse / livsstil / sunnhet -2,3 Bolig / interiør -3,3 Voksen kvinne -3,6 Mann -3,9 PC / lyd og bilde -4,0 Innsikt / økonomi -4,4 Kvinne -5,1 De ti mest leste bladene 0 100 200 300 400 500 600 Illustrert Vitenskap 490 Se og Hør Tirsdag 467 Hjemmet 464 Tegneseriebladet PONDUS 458 Donald Duck & Co 338 Familien 290 Vi over 60 290 Vi menn 269 Her & Nå 256 Tegneseriebladet LUNCH 254 Netto lesertall i hele 1.000 Magasiner med størst leservekst (+60.000) (+49.000) (+13.000) MEDIEHUSENES OPPLAGSTALL 92 aviser med opplagsfremgang – økning i digital abonnement • Av 228 aviser hadde 92 (40 prosent) opplagsfremgang • Totalopplaget (netto opplag) sank med 1,1 prosent for aviser tilsluttet MBL og LLA • Papiropplaget sank med 7,8 prosent, mens digitalopplaget økte med 8,6 prosent • Totalopplaget er nå 1,950 mill. eksemplarer E-AVIS KOMPLETT PAPIR Papir- og digitalutgaver Abonnement og løssalg i kombinasjon Abonnement og løssalg DIGITAL TOTALT PAPIR TOTALT NETTO OPPLAGSTALL Opplagsfordeling 100,0 90,0 80,0 39,5 70,0 63,1 63,0 60,0 4,3 50,0 40,0 7,5 30,0 12,9 56,2 20,0 29,4 10,0 24,1 0,0 2014 2015 2016 Kun papir Kun digitalt Komplett Opplagsfordeling: Lokalaviser 120 100 80 64 64 60 88 83 40 2 4 20 34 33 5 12 7 0 5 2015 2016 2015 2016 Lokale fådagersaviser Lokale dagsaviser Kun papir Kun digitalt Komplett Opplagsfordeling: Storby dagsaviser og nisjeaviser 120 100 20 31 80 9 71 8 60 76 40 71 61 20 14 24 10 0 5 2015 2016 2015 2016 Storby dagsaviser Nisjeaviser Kun papir Kun digitalt Komplett Opplagsendring avistyper (%) -7,0 -6,0 -5,0 -4,0 -3,0 -2,0 -1,0 0,0 1,0 2,0 3,0 Lokale fådagersaviser -1,4 Lokale dagsaviser -0,4 Nisjeaviser 1,8 Storby dagsaviser -0,9 Riksspredte nyhetsaviser -6,5 Norges 10 største aviser 0 50 000 100 000 150 000 200 000 Aftenposten 210 472 VG-Verdens Gang 96 988 Dagbladet 75 321 Bergens Tidende 69 067 Adresseavisen 60 653 Stavanger Aftenblad 55 450 Fædrelandsvennen 32 104 Morgenbladet 28 870 Aftenposten junior 27 777 Drammens Tidende 25 865 Størst opplagsvekst (+ 3.807) (+ 2.731) (+ 2.286) • Over 100 lokalaviser i LLA, to nystartede i 2016 • Opplaget i gjennomsnitt ned 1,5 prosent siste året • Lokalavisene fortsatt sterke, har høy husstandsdekning Opplagsvinner: Vestby Avis: + 558 eks. til 2.478 eks. (+ 29,1 %) MEDIEHUSENES LESERTALL DIGITAL VEKST • Mediehusene har en høy og stabil dekning på 83 prosent på landsbasis • Nettaviser målt i F&M øker lesertallet med 2 prosent • De målte mobilutgavene øker med 2,7 prosent • Papiravisene gikk tilbake med 12,8 prosent • Samlet sett på alle publiseringsplattformer opplever flere mediehus en utflating, og i snitt er det en tilbakegang på 3,7 prosent Medieutviklingen 1960 Medieutviklingen 100 25 50 75 0 61 65 69 71 73 77 80 83 85 87 89 91 93 95 97 99 - 2000 2016 2001 2002 Radio Radio 2003 65% 2004 "Mobilt innhold" "Mobilt 2005 2006 Blader/magasiner 2007 2008 Papiraviser Papiraviser 68% 2009 2010 29 % 2011 49 « % Internett» 90 Internett» Kilde: 2012 2013 Kantar 2014 TV TNS 71% 2015 % 2016 Høy og stabil dekning for mediehusene 100 Totalt 83% 75 Nettaviser 62% 50 Papiraviser 49% Mobil (avis) 42% 25 0 61 65 71 77 83 87 91 96/97 2000 2005 2010 2011 2012 2013 2014 2015 2015 2016 Kilde: Kantar TNS De 10 største mediehusene (samlet dekning) 0 500 1 000 1 500 2 000 2 500 VG 2 358 Dagbladet 1 476 Aftenposten 1 214 Dagens Næringsliv 513 Bergens Tidende 316 Adresseavisen 275 Stavanger Aftenblad 208 Bergensavisen 152 Fædrelandsvennen 125 Klassekampen 114 Lesere i hele 1.000 (netto) Norges største papiraviser Aftenposten 428 VG 342 Dagbladet 203 Dagens Næringsliv 180 Adresseavisen 141 Bergens Tidende 138 Stavanger Aftenblad 114 Klassekampen 88 Morgenbladet 73 Fædrelandsvennen 71 Finansavisen 67 Sunnmørsposten 63 Dagsavisen 62 Vårt Land 60 Romerikes Blad 56 Nordlys 56 Drammens Tidende 54 0 100 200 300 400 500 Lesere i hele 1.000 (Kilde: Kantar TNS) VG – papir, nett og mobil 2500 2395 2367 2335 2358 2275 2159 2056 2068 2016 2051 2012 2000 1984 1997 1964 1920 1876 1849 1754 1696 1728 1586 1584 1543 1500 1481 1487 1393 1403 1391 1413 1384 1368 1358 1345 1347 1355 1321 1334 1332 1337 1316 1300 12221228 1191 1221 1135 Totalt 1083 1000 1036 950 Papir 884 751 775 775 690 Nett 664 631 500 460 461 483 402 390 Mobil 342 266 239 149 116 81 54 65 0 22 51 97/2' 98/2' 99/2' 00/2' 02/1' 03/1' 04/2' 05/1' 06/1' 07/2' 08/1' 09/1' 10/1' 11/1' 12/1' 13/1' 14/1' 15/1' 16/1' 17/1' Kilde: Kantar TNS Dagbladet – papir, nett og mobil 1600 1540 1525 1509 1518 1464 1476 1400 1370 1307 1318 1304 1302 1298 1277 1240 1237 1240 1200 1229 1213 1203 1112 1123 1069 1000 1008 1027 973 997 976 972 957966 946 943 966 956 943 891 854 879 813 800 Totalt 796 788 789 788 780 708 704 703 Papir 669 683 657 658 600 600 592 Nett 504 520 437 431 429 400 Mobil 376 336 307 319 278 297 259 251 264 247 200 206 203 105 127 61 55 33 0 18 22 26 97/2' 98/2' 99/2' 00/2' 01/2' 02/1' 03/1' 04/2' 05/1' 06/1' 07/2' 08/1' 09/1' 10/1' 11/1' 12/1' 13/1' 14/1' 15/1' 15/2' 16/1' 17/1' Kilde: Kantar TNS Aftenposten – papir, nett og mobil 1400 1301 1281 1249 1200 1192 1214 1134 1108 1055 1080 1000 984 1000 932 865 864 875 841 836 800 810814 811828 812 813 822 808 811 812 827 759 778 738 733 758 735 745 726 728 731 723 707 663 670 658 Totalt 629 600 620 603 554 576 Papir 500 524 433 441 441 400 Nett 399 382 343 428 296 Mobil 233 251 232 200 162 135 148 107 119 61 84 42 34 0 13 12 14 18 97/2' 98/2' 99/2' 00/2' 01/2' 02/1' 03/1' 04/2' 05/1' 06/1' 07/2' 08/1' 09/1' 10/1' 11/1' 12/1' 13/1' 14/1' 15/1' 16/1' 17/1' Kilde: Kantar TNS Du finner alle tall på www.mediebedriftene.no.
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