Newspaper Survey - Drogheda & Environs October 2009 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Presentation Format Introduction Background & Objectives Research Methodology Findings Readership Behaviour Inside the Newspaper Conclusions 2 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Introduction 3 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Background & Objectives Drogheda Leader is a weekly publication distributed free throughout the greater Drogheda area, with a circulation of approximately 29,000. Within this region, the Drogheda Leader competes with a number of other publications. The overall aim of the study was to conduct a detailed analysis of its readership in the catchment area and to measure against the benchmark research conducted in 2002 where applicable. Specific objectives to provide a reliable measure of current readership and attitudes among readers to each of the competing titles: Drogheda Leader Drogheda Independent Dundalk Democrat The Meath Chronicle Drogheda People (Distribution door to door ceased shortly after the research period) 4 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Research Methodology The survey involved a face-to-face interview with a statistical sample of 408 adults aged 15+ years throughout the circulation area of the Drogheda Leader. Interviews were conducted in clusters of 12, based on 34 sampling points (starting addresses) drawn on a probability basis from the Register of Electors in the defined area. Interviews were quota controlled by age, sex and social class according to the relevant Census of Population data for that area (2006). Interviewing on the survey was conducted between 19th August – 11 th September 2009, on Wednesdays, Thursdays and Fridays only. 5 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Sample Structure Base: All Adults Catchment Area 15+: 408 Length Of Gender Age Class Area Residence In Area %%%%% <1 year 3 15-24 17 2-5 yrs 12 ABC1 40 6-10 yrs 15 Male 50 25-34 24 Drogheda 56 11 -20 yrs 15 35-44 21 Female C2DE 50 Other urban 16 (housewife) 36 54 45-64 27 21+ yrs Rural 27 Female (non- 14 housewife) 65+ 11 F 10 6 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Findings 7 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Readership Behaviour 8 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Newspaper Readership Base: All Adults Catchment Area 15+: 408 Drogheda Drogheda Dundalk Meath Drogheda Leader Independent Democrat Chronicle People Higher amongst: 2002 2009 2002 2009 2002 2009 2002 2009 2009 Females % % % % % % % % % 35-64 yrs 1 Living in urban areas 5 * 1 2 1 - 2 1 2 4 5 15 2 7 47 68 Almost always 78 78 87 86 10 89 92 68 18 9 Quite often 9 7 18 23 Occasionally 8 9 Not past year 10 11 5 5 5 8 Don’t know - - - 2 -- Like in 2002, the Drogheda Leader is cited as the number one almost always read newspaper by respondents, followed by the Drogheda Independent which records a significant decline in those reading it compared to 2002 possibly due to consumers no longer willing to purchase the paper when they can get others for free e.g. Drogheda Leader, Drogheda People. Q.1 First of all, I would like you to look through this list and tell me for each newspaper, roughly how often you read or 9 looked at it recently - it doesn’t matter where? TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Average Issue Readership (AIR) (i.e. Read or Looked at Past 7 Days) Base: All Adults Catchment Area 15+: 408 84% (84%) 53% (75%) 16% 1% * (3%) 1% * (5%) * Caution: Small Base ( ) 2002 figures The gap between the Leader and the Independent widens. Q.2 I would like you to go through some of these again and tell me for each when you last read or looked at a copy? 10 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Average Issue Readership (AIR) (i.e. Read or Looked at Past 7 Days) Base: All who read each paper in past year 88% (88%) 71% (79%) 64% 31% * (43%) 14% * (51%) ( ) 2002 figures * Caution: Small Base The Drogheda People has high readership incidence amongst those who have read it in the past year. Q.2 I would like you to go through some of these again and tell me for each when you last read or looked at a copy? 11 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Average Issue Readership X Area Base: All who read each paper in past year Total Outside 2002 2009 Drogheda Drogheda Other Urban Rural % %%%% Drogheda Leader 88 88 91 85 93 80 Drogheda Independent 79 71 65 79 64 84 Drogheda People n/a 64 67 45 45 47 Meath Chronicle* 43 31 20 33 - 100 Dundalk Democrat* 51 14 24 - -- * Caution: Small Base Similar to 2002, the Leader remains strong in urban areas, whilst the Independent punches above its weight in the rural community. Lighter weight distribution of the Leader in the rural community may mean residents must purchase the Independent as they possibly don’t receive the Leader. Q.2 I would like you to go through some of these again and tell me for each when you last read or looked at a copy? 12 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 AIR Demographic Analysis Base: All Adults Catchment Area 15+: 408 Drogheda Leader Drogheda Independent Total 84% 53% Gender Male 81% 56% Female 86% 51% Age <45 83% 58% 45+ 84% 59% Region Drogheda 88% 48% Other urban 93% 34% Rural 69% 75% Higher readership for the Leader is recorded amongst females, those living in urban areas, and those living in the area 6-20 years. Whilst the Independent attracts more males, those living in rural areas and those 21+ years living in the area. Q.2 I would like you to go through some of these again and tell me for each when you last read or looked at a copy? 13 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 AIR Demographic Analysis Base: All Adults Catchment Area 15+: 408 Drogheda Leader Drogheda Independent Total 84% 53% Social Class ABC1 86% 52% C2DE 84% 47% F 70% * 94% * Years In Area <5 years 86% 33% 6-20 years 89% 47% 21+ years 80% 62% * Caution: Small Base Higher readership for the Leader is recorded amongst females, those living in urban areas, and those living in the area 6-20 years. Whilst the Independent attracts more males, those living in rural areas and those 21+ years living in the area. Q.2 I would like you to go through some of these again and tell me for each when you last read or looked at a copy? 14 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Favourite Local Newspaper Base: All Adults Catchment Area 15+: 408 Drogheda Leader 50% (33%) Drogheda Independent 39% (55%) Drogheda People 1% Dundalk Democrat - (20%) Meath Chronical * (1%) None 6% Don't know 4% ( ) 2002 figures Not only does the Drogheda Leader have the highest readership, but it is also cited as the catchment area’s favourite newspaper. Q.5 Taking everything into consideration, which one of these is your favourite local newspaper overall? 15 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Attitude Towards Drogheda Leader Base: All who read the Drogheda Leader always/quite often: 355 DK I read the Drogheda 3% Leader but it's not one of my favourite local newspapers The Drogheda Leader 9% is my favourite local newspapers 47% The Drogheda Leader is one of my favourite local newspapers amongst others 41% Nearly half of those regularly reading the Drogheda Leader state it is their favourite local newspaper, followed closely by those who say it is one of their favourite newspapers amongst others. Q.9b Looking at these statements please tell me which one best describes your attitude towards the Drogheda Leader? 16 TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Readership Patterns Base: All Adults Catchment Area 15+: 408 Drogheda Leader Drogheda Independent 2002 2009 2002 2009 % % % % 29 41 50 (41) 54 Entirely (55) 39 (55) 49 40 Specific sections 37 16 (42) (-) 6 16 Don’t read 6 (-) 8 2 5 2 Don’t know (2) (3) ( ) Those who have read or looked at the paper in the past week No significant change is recorded amongst reading patterns of the Drogheda Leader since 2002. Q.7 For each of these newspapers, would you say that you usually read it entirely or just look at specific sections that 17 particularly interest you e.g. sports section, classifieds, local news? TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Readership Patterns (Drogheda Leader) Base: All Adults Catchment Area 15+: 408 Total Other 2002 2009 Male Female Drogheda Urban Rural %%%%%%% 34 50 47 Entirely 54 52 53 64 41 38 Specific sections 40 37 41 41 34 12 Don’t read 6 9 6 2 13 Don’t know 5 5 5 4 1 2 2 - Those living in other urban areas are more likely to read the Drogheda Leader entirely. Q.7 For each of these newspapers, would you say that you usually read it entirely or just look at specific sections that 18 particularly interest you e.g. sports section, classifieds, local news? TNS mrbi/201654/Drogheada Leader Newspaper Survey\August 2009 Household Readership Base: All Adults Catchment Area 15+: 408 Average no. of people usually read per household … Drogheda Leader 2.57 Drogheda Independent 2.51 The mean no. of readers per issue in households is marginally higher for the Drogheda Leader over the Drogheda Independent.