NRS Adds Mobile and Tablet Measurement to NRS PADD

In the UK, the National Readership Survey (NRS) is to add mobile and tablet readership measurement to its NRS PADD service, which currently combines print data with web site readership figures.

NRS provides audience research estimates of the number and nature of the people who read Britain's newspapers and consumer magazines. The organisation conducts face-to-face surveys with 36,000 people per year, and with the NRS PADD addition, now includes questions about whether consumers have accessed publisher brands across a wide range of digital platforms such as web sites on a mobile and/or tablets; and digital editions on PCs, laptops, tablets, and/or e-readers.

NRS PADD data provides estimates of the combined reach of print and PC web sites based on a fusion of NRS and UKOM (comScore) data. NRS says the addition will show publishers' total brand reach, in combination with the estimates for reading in print and PC web sites already published.

CEO Mike Ironside (pictured) comments: 'The extension of our reports to include tablet and mobile data is a huge step for the organisation. Not only will the market have measures of total reach for the brands concerned, they will be able to compare and analyse these multi-platform audiences in any way they wish.'

Web site: www.nrs.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.