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The National Readership Survey (NRS) is a non-profit but commercial British survey concerned with monitoring, analyzing and providing estimates on the number and nature of people who read Britain's newspapers and consumer magazines. Currently the Survey takes into account 260 newspapers, newspaper supplements and magazines.
Objectives of the National Readership Survey
Using a methodology that is accepted by publishers, advertisers and their agencies, the NRS provides data on:
• The number of people who read a particular publication.
• Break up of the people in terms of sex, age, regionality and other demographic and lifestyle features.
The data provided by the NRS is used by all people and agencies such as publishers of newspapers and magazines, advertisers and advertising agencies to plan, buy and sell advertising space in the print media.
How is the survey conducted?
This is how the National Readership Survey arrives at its estimates.
• The addresses for the sample population to be interviewed are taken at random from the Small Users' Postcode Address File.
• There is a continuous process of interviews with the representative samples of the adult population (15 years and above) of Great Britain.
• The interviewers then call at these addresses and interview one or two adults, depending on the total number of adults in the household, for under 30 minutes each.
• For each year estimates, interviews are conducted seven days a week, 52 weeks a year.
• The data collected is then extrapolated to the total population estimates.
• It is then segregated under various heads such as sex, age, region and social grade and extrapolated to the total population estimates so as to near perfectly match the profiles of the actual population.
Data provided by the National Readership Survey
The data provided by the NRS is categorized under:
Read in last 12 months: This takes into consideration anyone who has read or looked at a publication for at least 2 minutes in the past 12 months.
Average Issue Readership (AIR): Anyone who has read the publication within the interval between one issue and the next is counted as an average issue reader. For a daily newspaper this would mean yesterday, read in the last 7 days for a weekly newspaper or magazine, and so on, depending on the frequency of publication.
Reading Frequency: This includes, among others, the question, 'how often do you read?' The aim is to classify readers as regulars and less regular readers of a publication
Source of Copy: Based on how the readers obtained the copy of a publication, data is used to identify primary and secondary leadership.
Time Spent Reading: This is one of the latest additions to the Survey. The respondents are asked to rate on a 7-point scale the time in total they spend on reading a particular newspaper or magazine.
Topic Interest: The respondents are asked to list their areas of interest in terms of what they like to read in a publication.
Interesting facts about the NRS
Approximately 3,000 interviews are conducted per month, and this totals to around 36,000 interviews per annum. The sheer volume makes the NRS one of the largest programmes of continuous readership research in the world.
The interviewers use the DS-CAPI (Double screen Computer Assisted Personal Interviewing) technology for maintaining consistencies in interviews and providing for faster data processing.
Objectives of the National Readership Survey
Using a methodology that is accepted by publishers, advertisers and their agencies, the NRS provides data on:
• The number of people who read a particular publication.
• Break up of the people in terms of sex, age, regionality and other demographic and lifestyle features.
The data provided by the NRS is used by all people and agencies such as publishers of newspapers and magazines, advertisers and advertising agencies to plan, buy and sell advertising space in the print media.
How is the survey conducted?
This is how the National Readership Survey arrives at its estimates.
• The addresses for the sample population to be interviewed are taken at random from the Small Users' Postcode Address File.
• There is a continuous process of interviews with the representative samples of the adult population (15 years and above) of Great Britain.
• The interviewers then call at these addresses and interview one or two adults, depending on the total number of adults in the household, for under 30 minutes each.
• For each year estimates, interviews are conducted seven days a week, 52 weeks a year.
• The data collected is then extrapolated to the total population estimates.
• It is then segregated under various heads such as sex, age, region and social grade and extrapolated to the total population estimates so as to near perfectly match the profiles of the actual population.
Data provided by the National Readership Survey
The data provided by the NRS is categorized under:
Read in last 12 months: This takes into consideration anyone who has read or looked at a publication for at least 2 minutes in the past 12 months.
Average Issue Readership (AIR): Anyone who has read the publication within the interval between one issue and the next is counted as an average issue reader. For a daily newspaper this would mean yesterday, read in the last 7 days for a weekly newspaper or magazine, and so on, depending on the frequency of publication.
Reading Frequency: This includes, among others, the question, 'how often do you read?' The aim is to classify readers as regulars and less regular readers of a publication
Source of Copy: Based on how the readers obtained the copy of a publication, data is used to identify primary and secondary leadership.
Time Spent Reading: This is one of the latest additions to the Survey. The respondents are asked to rate on a 7-point scale the time in total they spend on reading a particular newspaper or magazine.
Topic Interest: The respondents are asked to list their areas of interest in terms of what they like to read in a publication.
Interesting facts about the NRS
Approximately 3,000 interviews are conducted per month, and this totals to around 36,000 interviews per annum. The sheer volume makes the NRS one of the largest programmes of continuous readership research in the world.
The interviewers use the DS-CAPI (Double screen Computer Assisted Personal Interviewing) technology for maintaining consistencies in interviews and providing for faster data processing.