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Magazine Media – Market overview The basics

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Presentation on theme: "Magazine Media – Market overview The basics"— Presentation transcript:

1 Magazine Media – Market overview The basics

2 MAGAZINE MEDIA AT A GLANCE
9 million adults enjoy magazine media websites via a desktop each month Around 16 million adults engage with magazine content on their mobile phone every month Magazine media reaches 37 million adults every month Print magazines reach almost 29 million adults every month Source: NRS PADD January – December 2016

3 OVER 250 NEW CONSUMER TITLES LAUNCHED IN 2015
3000 consumer magazines in the UK in 2016 361 new titles launched in 2016 35% Increase in launches compared to 2014 Source: Source Frontline Distribution.

4 AD Spend

5 ANNUAL SHARE OF UK ADPEND 2015 (AA/warc)
Total adspend: £20,087m £943 million spent on magazines in 2015 Note: Data for newsbrands and magazine brands include print and digital revenues. TV data is based on spot advertising, broadcaster VOD, sponsorship, advertiser funded programming and product placement. Radio includes branded content. Internet pure play excludes online revenues from newsbrands, magazine brands, TV broadcasters and radio station websites. Individual channel totals do not add up to the total due to differing methodology used in the calculation of internet pureplay and digital revenues for newsbrands, magazine brands and broadcaster VOD. Source: Advertising Association/Warc Expenditure Report,

6 Share of UK display adspend 2015 (AA/warc)
total display: £13,418m Note: Figures in brackets show percentage point difference vs Data for newsbrands and magazine brands include print and digital revenues. TV data is based on spot and broadcaster-only VOD. Radio data excludes branded content. Internet excludes online revenues from newsbrands, magazine brands, TV broadcasters and radio station websites. Percentages do not sum to 100 due to differing methodologies for calculating internet pure play and digital revenues for the newsbrands and magazine brands. Source: Advertising Association/Warc Expenditure Report,

7 Top Magazine Advertisers
1 6 11 16 2 7 12 17 3 8 13 18 4 9 14 19 5 10 15 20 Source: NMR January – December 2016

8 Top ADVERTISER CATEGORIES
1 Clothing & Accessories £85m 6 Motors £26m 2 Cosmetics & Personal Care £68m 7 Retail £22m 3 Household Equipment & DIY £40m 8 Food £20m 4 Leisure Equipment £27m 9 Travel & Transport £18m 5 Entertainment & Leisure £27m 10 Pharmaceutical £17m Source: NMR January – December 2016

9 Magazine media ad spend by platform 2015– 2017
Forecast (AA/warc) Magazine media ad spend by platform 2015– 2017 £942m £900m £876m Digital revenue set to increase by 9% in 2017 Source: Advertising Association/Warc Expenditure Report

10 Circulation

11 > Overall market Consumers spend over
£1.2bn annually on magazine media £316m spent on subscriptions in the UK Source: ABC: January – December 2016 (consumer titles) I Ofcom

12 Total UK consumer magazine CIRCULATION
Total Average Combined Circulation 20.3m Actively Purchased Source: ABC: January – December 2016 (consumer titles) I Ofcom

13 Average edition Circulation By Market Sector (Millions)
Source: ABC: January – December 2016 (consumer titles)

14 Growth Sectors by circulation
+27.0% YOY +6.2% YOY +6.2% YOY LEISURE INTERESTS HOME INTEREST COUNTRYSIDE & COUNTRY Source: ABC: January – December 2016 (consumer titles)

15 reach

16 Magazine media monthly reach
Monthly magazine media now reach 71% of the GB adult population Mobile Digital Print Any Source: NRS PADD January – December 2016

17 % Penetration by age (monthly Reach)
Source: NRS PADD January – December 2016 GB adults 15+

18 % Penetration by GENDER (Monthly Reach)
GB adults 15+ Source: NRS PADD January – December 2016

19 % Penetration by Social Grade (Monthly reach)
GB adults 15+ Source: NRS PADD January – December 2016

20 % Penetration by Working status (monthly reach)
Retired from Full Time Job Unemployed/Not Employed Source: NRS PADD January – December 2016 GB adults 15+

21 mobile

22 Brands with Print, WEB and Mobile data
Monthly Audience Estimates (‘000s) +146% +80% +65% +120% +44% +107% +59% +49% +30% Source: NRS PADD January – December 2016

23 Print & Mobile Reach – 12 leading brands
Magazine media mobile audience is now larger than print Data based on the 12 titles where data is available for print, desktop & mobile Source: NRS PADD January – December 2016

24 Platform Reach (millions) – 12 leading brands
Any Print Mobile Web Data based on the 12 titles where data is available for print, desktop & mobile Source: NRS PADD January – December 2016

25 Audience

26 Monthly Reach By Audience
% of audience that consume magazine media 76% 70% 76% 67% 74% Millennials ABC1 Men ABC1 Women Age 50+ Families (Children in HH) Source: NRS PADD January – December 2016

27 Monthly MOBILE Reach By Audience
% of audience that consume magazine media 46% 30% 34% 16% 41% Millennials ABC1 Men ABC1 Women Age 50+ Families (Children in HH) Source: NRS PADD January – December 2016

28 Monthly desktop Reach By Audience
% of audience that consume magazine media 19% 19% 18% 15% 17% Millennials ABC1 Men ABC1 Women Age 50+ Families (Children in HH) Source: NRS PADD January – December 2016

29 Monthly print Reach By Audience
% of audience that consume magazine media 52% 54% 60% 58% 56% Millennials ABC1 Men ABC1 Women Age 50+ Families (Children in HH) Source: NRS PADD January – December 2016

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