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MAGAZINE MEDIA – MARKET OVERVIEW
THE BASICS
MAGAZINE MEDIA AT A GLANCE
Magazine media reaches
37 million adults every
month
Print magazines reach
almost 29 million adults
every month
Around 16 million
adults engage with magazine content on their mobile phone
every month
9 million adults enjoy
magazine media websites via a desktop each
month
Source: NRS PADD January – December 2016
OVER 250 NEW CONSUMER TITLES LAUNCHED IN 2015
Over
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.
AD SPEND
Internet pure play £7,521m
TV £5,270m
Direct mail £1,861m
National newsbrands £1,220m
Regional newsbrands £1,176m
Out of home £1,059m
Consumer mag brands £548m
Radio £592m
B2B mag brands £393m
Cinema £238m
Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport
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.
ANNUAL SHARE OF UK ADPEND 2015 (AA/WARC)
Total
adspend:
£20,087m
£943 million spent on
magazines in 2015
SHARE OF UK DISPLAY ADSPEND 2015 (AA/WARC)
Note: Figures in brackets show percentage point difference vs 2014. 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, www.warc.com/expenditurereport
TV 36.8%
(+0.2pp)
Internet pure play
18.8% (+3.0pp)
Direct mail 13.9%
(-0.7pp)
Out of home 7.9%
(-0.2pp)
National newsbrands 7.6%
(-1.7pp)
Regional newsbrands
4.3% (-0.3pp) Consumer mag
brands 3.6% (-0.4pp)
Business mag brands 2.2% (-0.3pp)
Radio 3.6% (-0.1pp)
Cinema 1.8% (+0.2pp)
2015
total display:
£13,418m
TOP MAGAZINE ADVERTISERS
1
2
3
4
5
Source: NMR January – December 2016
6
7
8
9
10
11 16
12
13
14
15
19
18
17
20
TOP ADVERTISER CATEGORIES
1
2
3
4
5
6
7
8
9
10
Clothing & Accessories £85m
Cosmetics & Personal Care £68m
Household Equipment & DIY
£40m
Leisure Equipment £27m
Entertainment & Leisure £27m
Motors £26m
Retail £22m
Food £20m
Travel & Transport £18m
Pharmaceutical £17m
Source: NMR January – December 2016
Digital revenue set to increase by 9% in 2017
Source: Advertising Association/Warc Expenditure Report
Magazine media ad spend by platform 2015– 2017
FORECAST 2015-2016 (AA/WARC)
£564m £523m £489m
£95m £85m
£77m
£211m £218m
£232m
£72m £74m
£77m
2015 2016(f) 2017(f)
Digital classified
Digital display
Print classified
Print display
£876m £942m
£900m
CIRCULATION
OVERALL MARKET
Consumers spend over
£1.2bn annually on magazine
media
Source: ABC: January – December 2016 (consumer titles) I Ofcom
£316m spent on
subscriptions in the UK >
TOTAL UK CONSUMER MAGAZINE CIRCULATION
38.4m Total Average
Combined Circulation
20.3m Actively
Purchased
Source: ABC: January – December 2016 (consumer titles) I Ofcom
AVERAGE EDITION CIRCULATION BY MARKET SECTOR (MILLIONS)
0.1 0.2 0.2 0.6 0.8 1 1.3 1.4 1.5 1.8 1.8
3 3.3 3.4
17.8
Source: ABC: January – December 2016 (consumer titles)
GROWTH SECTORS BY CIRCULATION
LEISURE INTERESTS
+27.0% YOY
Source: ABC: January – December 2016 (consumer titles)
HOME INTEREST
+6.2% YOY
COUNTRYSIDE & COUNTRY
+6.2% YOY
REACH
31% 40% 55% 71%
MAGAZINE MEDIA MONTHLY REACH
Monthly magazine media now reach 71% of the GB adult population
Mobile Digital
Any
Source: NRS PADD January – December 2016
% PENETRATION BY AGE (MONTHLY REACH)
52% 52% 55% 55%
57% 59% 59% 61% 63% 62% 64% 62%
73% 76% 74%
72% 69%
64%
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65 Or Over
Print Print & PC Print & PC & Mobile
4.0m 4.5m 4.9m 5.6m 5.2m 6.6m 4.4m 5.1m 6.0m 4.6m 5.6m 6.4m 4.2m 4.7m 5.1m 6.8m 7.2m 7.4m
GB adults 15+ Source: NRS PADD January – December 2016
% PENETRATION BY GENDER (MONTHLY REACH)
46%
64%
55%
69%
63%
78%
Male Female
Print Print & PC Print & PC & Mobile
GB adults 15+
11.8m 14.0m 16.2m 17.1m 18.4m 20.9m
Source: NRS PADD January – December 2016
% PENETRATION BY SOCIAL GRADE (MONTHLY REACH)
60%
49%
68%
55%
77%
64%
ABC1 C2DE
Print Print & PC Print & PC & Mobile
GB adults 15+
17.1m 19.4m 21.9m 11.8m 13.0m 15.2m
Source: NRS PADD January – December 2016
% PENETRATION BY WORKING STATUS (MONTHLY REACH)
53%
65%
60%
51% 49%
61%
70%
63% 60%
54%
73%
80%
65%
75%
64%
Full Time Part Time Student
Print Print & PC Print & PC & Mobile
GB adults 15+
12.1m 16.6m 14.0m 4.0m 5.0m 4.4m 7.4m 8.1m 7.8m 2.2m 3.2m 2.6m 3.2m 4.2m 3.6m
Retired from Full Time Job
Unemployed/Not Employed
Source: NRS PADD January – December 2016
MOBILE
BRANDS WITH PRINT, WEB AND MOBILE DATA Monthly Audience Estimates (‘000s)
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
BBC GoodFood
Radio Times OK! Time Out Hello! Cosmopolitan Heat BBC Top Gear NME Glamour Elle Empire
Print Print & PC Print, PC & Mobile
+93%
+61%
+94%
+107% +59%
+30%
+146%
+80%
+44%
+120%
+49%
+65%
Source: NRS PADD January – December 2016
PRINT & MOBILE REACH – 12 LEADING BRANDS
Mobile
11.43m
16.04m
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
PLATFORM REACH (MILLIONS) – 12 LEADING BRANDS
Any Print
Web
Mobile
24.7m
11.43m
16.04m
5.66m
Data based on the 12 titles where data is available for print, desktop & mobile
Source: NRS PADD January – December 2016
AUDIENCE
MONTHLY REACH BY AUDIENCE
Millennials ABC1 Men
Age 50+
ABC1 Women
70%
67%
74%
76%
76%
Families
(Children in HH)
% of audience that consume magazine media
Source: NRS PADD January – December 2016
MONTHLY MOBILE REACH BY AUDIENCE
Millennials ABC1 Men
Age 50+
ABC1 Women
30%
16%
41%
34%
46%
Families
(Children in HH)
% of audience that consume magazine media
Source: NRS PADD January – December 2016
MONTHLY DESKTOP REACH BY AUDIENCE
Millennials ABC1 Men
Age 50+
ABC1 Women
19%
15%
17%
18%
19%
Families
(Children in HH)
% of audience that consume magazine media
Source: NRS PADD January – December 2016
MONTHLY PRINT REACH BY AUDIENCE
Millennials ABC1 Men
Age 50+
ABC1 Women
54%
58%
56%
60%
52%
Families
(Children in HH)
% of audience that consume magazine media
Source: NRS PADD January – December 2016
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