ABC Circulation March 2016

Before we dive into the numerics we have to reacquaint ourselves with some of the social aspects of the month gone: St Patrick’s Day, All Ireland Club Finals, Cheltenham, Easter and the 1916 Commemorations and a shutdown of primary and secondary schools for nearly three weeks (which disrupts household patterns which might knock on to purchasing behavior).

The main competition this month is usually between the tabloids fighting for those horse racing punters looking for advice. The tabloids historically threw supplement after supplement at the market and new, albeit transient, buyers were recruited for the week and regular readers strayed and purchased other titles to supplement their normal read on the back of those extra pages.

You can see that this brief affair with the horse fraternity paid dividends with the tabloids adding 6,000 collectively or an increase of 4% on February. Taken another way, one that we all understand, that increase equates to just shy of €250,000 at the till, extra, for the month for the three papers collectively.

It looks as if The Star gained the most numerically – but on a year on year basis The Sun is the real winner up 6% on the year and breaking back into the 60‘s – which will drop back again in April I’d imagine. You can see from the graphic below that The Sun, of late, is having a bit of a resurgence and since December are bucking the trend in the market.

The Mirror didn’t really capitalise on the month only adding 900 to their numbers. You can see for the graphic that The Sun, of late, are having a bit of a resurgence.

The Sundays don’t see much from Cheltenham and never have so their figures normally remain unaffected by the festival and the only notables would be The People and the Sunday Times. The People, finally, after months of effort and a caviller attitude to marketing (aka no marketing effort), broke into four digits.

The Sunday Times lost 3,000 or 4% on the month possibly recruited by The Mail on Sunday who gained nearly as much on the month.

Up 6,500 on the month thanks to punters and down 21,800 on the year.

march 2016

 

Title Mar-16 Mar-15 Feb-16 Y/Y M/M % Ch Y/Y
Daily Mirror 39,150 44,130 38,259 -4,980 891 -11%
Daily Record 276 292 260 -16 16 -5%
Irish Daily Star 57,239 59,608 53,947 -2,369 3,292 -4%
The Sun 60,995 57,808 58,493 3,187 2,502 6%
Tabloids 157,660 161,838 150,959 -4,178 6,701 -3%
Daily Express 2,454 2,571 2,407 -117 47 -5%
Irish Daily Mail 45,695 45,173 44,339 522 1,356 1%
             
The Daily Telegraph 2,450 2,550 2,448 -100 2 -4%
Financial Times 2,263 2,357 2,322 -94 -59 -4%
The Guardian 2,297 2,496 2,257 -199 40 -8%
The Times 2,513 2,272 2,474 241 39 11%
Morning Market 215,332 219,257 207,206 -3,925 8,126 -2%
             
Daily Star – Sunday 15,022 15,943 14,727 -921 295 -6%
The Sun/NotW 55,554 53,309 55,914 2,245 -360 4%
Sunday Mail 744 813 686 -69 58 -8%
Sunday Mirror 26,514 30,000 27,199 -3,486 -685 -12%
The People 9,997 12,033 10,195 -2,036 -198 -17%
             
Sunday Express 2,732 3,106 2,814 -374 -82 -12%
Sunday Post 866 477 888 389 -22 82%
The Mail on Sunday 84,431 90,032 81,695 -5,601 2,736 -6%
             
The Observer 4,237 4,861 4,337 -624 -100 -13%
The Sunday Telegraph 1,943 2,248 2,017 -305 -74 -14%
The Sunday Times 77,099 84,073 80,284 -6,974 -3,185 -8%
Sunday     Market 279,139 296,895 280,756 -17,756 -1,617 -6%
             
Total Market 494,471 516,152 487,962 -21,681 6,509 -4%