15 April 2008
Ground-breaking cross-media study reveals Associated Newspaper’s national reach is 45 per cent of UK population
Online and offline media usage study by AND is the first to combine both national and regional brands offering new targeting opportunities for media agencies
Associated Northcliffe Digital (AND), the UK's leading digital publisher of premium-content consumer websites, today unveils the results of its largest ever study into online and offline media usage of both regional and national brands, across its portfolio of wholly owned websites and newspapers.
The research, which was carried out across 38 AND websites, most interestingly reveals that Associated Newspapers Ltd’s (ANL) monthly reach, incorporating main newspaper brands alone such as The Daily Mail, Mail on Sunday, The Standard, London Lite and This is Money, is 22 million adults across its newspapers and websites. This equates to 45 per cent of all adults in Great Britain.
In addition, early findings suggest AND’s online reach is one million higher than existing measurements had calculated. Further findings will be released over the coming months.
The AND study initiates a considerable step change in online measurement and consumer understanding for the media industry, offering accurate insight into how online audiences interact with its online portfolio and offline brands.
60,000 individuals responded to the study from the UK, which represents the largest piece of research ever undertaken by Associated Newspapers Ltd (ANL). A profiling questionnaire drilled down into user demographics, an overview of online behaviour, newspaper readership and sector specific questions.
The study allows AND to provide agencies with a greater understanding of AND’s users, while facilitating the development of bespoke advertising packages across a number of sites or channels. Furthermore, the larger AND brands will be able to understand how user profiles differ between channels e.g. entertainment, money and sport offering a level of consumer understanding that had been previously unavailable to the marketplace.
Andrew Smith, head of strategic insight, Associated Northcliffe Digital, comments: “As the results show, AND’s cross-media profiling study offers a deep insight into premium content websites that attract loyal, quality audiences. As an exclusive publisher we can offer trusted and reliable data on some of the highest equity brands online as well as considerable reach. We give media agencies a real point of differentiation when utilising AND’s advertising network.”
Guy Lipscombe, managing director, Survey Interactive, comments: “This study places AND at the forefront of cross-media measurement and underlines the opportunities open to savvy media buyers. By combining Survey Interactive’s accurate internet audience measurement with AND’s portfolio of quality publisher brands we have been able to calculate total audience reach and support de-duplicated analysis and planning across both print and online.”
The cross-media profiling study was driven by AND, with individual site participation, in partnership with Survey Interactive. Survey Interactive’s method is the most accurate form of internet audience measurement available to media owners today. It provides clients with profile information and de-duplicated reach and frequency capabilities for their sites, key content areas and across their site network as a whole.
Press contacts for AND:
Wendy McAuliffe wendy@liberatemedia.com - 07900 886791
Lloyd Gofton lloyd@liberatemedia.com - 07919 353484
Contacts for Survey Interactive:
Guy Lipscombe - guy.lipscombe@eu-survey.com - 020 7593 1486
About Associated Northcliffe Digital (AND)
AND (www.and.co.uk) is the digital consumer division of Daily Mail and General Trust (DMGT), operating the digital assets of Associated Newspapers Ltd. and Northcliffe Media, as well as key online classified sites such as Jobsite.co.uk, FindaProperty.com & Primelocation.com. Formed by the merger of Associated New Ventures, Associated New Media and Northcliffe Electronic Publishing in May 2006, AND has 148 websites, with a monthly reach of over 30% of the UK internet population.
About Survey Interactive
Survey Interactive (www.surveyinteractive.co.uk) is a full service research consultancy operating from offices in central London. We offer a broad range of internet consulting and research services to clients operating in both B2B and B2C market sectors. Areas of expertise include advertising, brand, media, product testing and satisfaction research. Survey Interactive manages a number of custom online panels for major blue chip clients and can provide access to over one million consumer and B2B respondents worldwide.