May 2016 ABC Circulation

May circulation figures arrived and the expression ‘swings and roundabouts’ has never been more appropriate. There seems to have been much movement in the figures and many of the stirrings are below the surface.

The Daily Mirror stayed stationary in comparison to April at 39,000. The Sun dropped back 1,700 on the month but is still marginally ahead of last year.  Overall the tabloids were ahead by close to 3,000 on the month.

In the Sunday market the big faller was the Sunday Times where it dropped 3,600 on the month to 73,419.

Title May-16 May-15 Apr-16 Y/Y M/M % Ch Y/Y
Daily Mirror 39,001 41,938 38,963 -2,937 38 -7%
Daily Record 281 283 287 -2 -6 -1%
Irish Daily Star 51,847 56,799 54,193 -4,952 -2,346 -9%
The Sun 58,076 57,594 59,779 482 -1,703 1%
Tabloids 149,205 156,614 153,222 -7,409 -4,017 -5%
Daily Express 2,485 2,598 2,566 -113 -81 -4%
Irish Daily Mail 46,173 51,561 44,633 -5,388 1,540 -10%
             
The Daily Telegraph 2,334 2,688 2,510 -354 -176 -13%
Financial Times 2,234 2,398 2,334 -164 -100 -7%
The Guardian 2,185 2,603 2,320 -418 -135 -16%
The Times 2,591 2,447 2,568 144 23 6%
Morning Market 207,207 220,909 210,153 -13,702 -2,946 -6%
             
Daily Star – Sunday 15,386 15,637 15,490 -251 -104 -2%
The Sun/NotW 57,662 53,358 56,809 4,304 853 8%
Sunday Mail 756 789 754 -33 2 -4%
Sunday Mirror 26,140 29,773 25,932 -3,633 208 -12%
The People 9,705 10,636 9,939 -931 -234 -9%
             
Sunday Express 2,973 3,362 2,998 -389 -25 -12%
Sunday Post 781 861 788 -80 -7 -9%
The Mail on Sunday 81,104 92,958 83,813 -11,854 -2,709 -13%
             
The Observer 4,239 5,143 4,484 -904 -245 -18%
The Sunday Telegraph 1,956 2,464 2,131 -508 -175 -21%
The Sunday Times 73,419 81,534 77,107 -8,115 -3,688 -10%
Sunday Market 274,121 296,515 280,245 -22,394 -6,124 -8%
             
Total Market 481,328 517,424 490,398 -36,096 -9,070 -7%

 

The promotion by The Sun offering the paper at looks like it’s showing up on the books in May where they had to declare how many sales are “Below Full Rate” or at the 50c rate for the duration of the Euros. Given that there was no other ‘below full rate’ promotion during May (that I know of) we can attribute all of those sales to the 50c promotion.

Its only began on the 28th of May and therefore we only get two days of the promotion on the certs – a Saturday and a Sunday. The daily cert is detailed enough in its breakdown of sales showing M-F and Saturday sales and the Sunday cert is only that – so we can extrapolate the sales on the first two days of that promotion.

I estimate they had a sale of just shy of 102,000 (inc multiples) on the first Saturday of the promotion and 70,660 (if you include the multiples) on the first Sunday – both up on the same figures the previous month – but in the numbers you’d expect for a paper selling at half price?

sunday may 2016

Correction 27/07/16 amended Daily Star Figure.