The National Readership Survey (NRS) is releasing data about the amount of time people spend reading newspapers and magazines for the first time. The research will be available in the next two weeks.
The move follows calls from NRS stakeholders, such as the Institute of Practitioners in Advertising (IPA) and Periodical Publishers Association (PPA), for more rigorous information on reading habits.
The NRS added a question to its survey earlier this year, asking readers how long they spend reading different publications. The data will cover January to June.
Media buyers believe the data could provide a crucial planning tool and could aid decision making about where to allocate spend. But they also say factors such as how many pages each publication has need be taken into account.
The move is seen as the latest attempt by the NRS to update its methods and produce more complete data. Other changes include a trial initiative to produce data relating to UK audience figures for websites.
If it proves successful, the survey will provide data on audience levels and demographic profile data on the cross-platform reach of about 70 newspapers and magazines.
The NRS has faced criticism this year after it was forced to delay the release of the first readership figures for London freesheets, thelondonpaper and London Lite because the survey sample size was too small.