NRS to Add New comScore Data to PADD

In the UK, the National Readership Survey (NRS) is to add comScore's mobile and tablet estimates to the next release of its print and digital data product the NRS PADD, following changes to the way comScore measure mobile audiences.

NRS provides audience research for more than 250 British newspapers and magazines, through a continuous survey with a sample of 36,000 interviews a year. The PADD service includes web site and print readership figures for all major UK newspapers and consumer magazines, along with data from more than 400 other web sites. Existing PADD data is based on a fusion of NRS and UKOM (comScore) data.

comScore's measurement of mobile and tablet visitors was previously heavily reliant on mobile operator traffic data, but has recently changed to use panels of mobile and tablet users. The first NRS PADD data set to reflect the changes will be released on Monday 1st June, and will show NRS PADD readership data for the period set April 2014 to March 2015, across 26 of the UK's leading titles.

NRS CEO Simon Redican (pictured) comments: 'We are committed to providing an overview of the total reach of publisher content, including estimates of mobile and tablet audiences. As our data suppliers continue to evolve their methodology, we will ensure these changes feed into our estimates of cross platform readership'.

Web site: www.nrs.co.uk .