NRS publishes more detailed reading habits data

ReaderThe 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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here