National Readership Survey to include web data

The National Readership Survey (NRS) will include questions on web use, as the measurement body begins collating data on the UK audience figures for publishers’ websites.

It hopes to begin providing audience estimates and demographic profile data on the cross-platform reach of approximately 70 newspapers and magazines.

In an experimental programme, the NRS will estimate the net reach of newspapers, their associated website, and a combined figure for the two.

The new website questions will be asked as a separate part of the main NRS interview, with only those respondents indicating that they have accessed the internet within the last 12 months asked to participate.

hese respondents will be asked general details about the type of websites they visit, before being asked about which specific sites they have visited and when they last visited them.

The managing director of NRS, Roger Pratt, said the addition to the NRS survey was a significant development for the publishing industry.

He said: “If the methodology proves successful, we will be able to give publishers and advertisers better tools to understand the consumption habits of consumers across both print and website platforms.”

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