The final numbers of 2019 were released today allowing us to see where the market (well those papers who are audited) ended up last year.
Just a courtesy look at December: It wasn’t as bad as it could have been, as December can go either way for the papers. But sales were down only 1% on the previous month – but -16% on the year, more on that later. In short, the month threw up no real surprises.
| Title | Dec-19 | Nov-19 | Dec-18 | M/M | Y/Y | % M/M | % Y/Y |
|---|---|---|---|---|---|---|---|
| Daily Mirror | 25,289 | 25,231 | 28,599 | 58 | -3,310 | 0% | -12% |
| Daily Record | 235 | 227 | 242 | 8 | -7 | 3% | -3% |
| Irish Daily Star | 36,132 | 37,328 | 43,294 | -1,196 | -7,162 | -3% | -17% |
| The Sun | 43,701 | 44,074 | 50,389 | -373 | -6,688 | -1% | -13% |
| Tabloids | 105,357 | 106,860 | 122,524 | -1,503 | -17,167 | -1% | -14% |
| Daily Express | 1,716 | 1,864 | 2,031 | -148 | -315 | -7% | -16% |
| Irish Daily Mail | 25,009 | 25,777 | 29,441 | -768 | -4,432 | -3% | -15% |
| Daily Telegraph | 1,669 | 1,634 | 1,936 | 35 | -267 | 2% | -14% |
| Financial Times | 2,128 | 2,049 | 2,258 | 79 | -130 | 3% | -6% |
| The Guardian | 1,985 | 1,880 | 2,053 | 105 | -68 | 5% | -3% |
| The Times | 2,679 | 2,646 | 6,436 | 33 | -3,757 | 1% | -58% |
| Morning Market | 140,543 | 142,710 | 166,679 | -2,167 | -26,136 | -1% | -16% |
| Title | Dec-19 | Nov-19 | Dec-18 | M/M | Y/Y | % M/M | % Y/Y |
| Daily Star - Sunday | 9,555 | 9,478 | 12,237 | 77 | -2,682 | 1% | -22% |
| Sun on Sunday | 41,048 | 41,762 | 47,137 | -714 | -6,089 | -2% | -13% |
| Sunday Mail | 596 | 532 | 323 | 64 | 273 | 20% | 85% |
| Sunday Mirror | 18,174 | 17,939 | 20,267 | 235 | -2,093 | 1% | -10% |
| The People | 6,684 | 6,646 | 7,058 | 38 | -374 | 1% | -5% |
| Sunday Express | 2,361 | 2,336 | 2,411 | 25 | -50 | 1% | -2% |
| Sunday Post | 261 | 271 | 323 | -10 | -62 | -3% | -19% |
| Mail on Sunday | 53,621 | 54,723 | 58,394 | -1,102 | -4,773 | -2% | -8% |
| The Observer | 4,191 | 4,067 | 4,145 | 124 | 46 | 3% | 1% |
| Sunday Telegraph | 1,399 | 1,347 | 1,515 | 52 | -116 | 3% | -8% |
| Sunday Times | 65,309 | 66,191 | 69,784 | -882 | -4,475 | -1% | -6% |
| Sunday Market | 203,199 | 205,292 | 223,594 | -2,093 | -20,395 | -1% | -9% |
| Total Market | 343,742 | 348,002 | 390,273 | -4,260 | -46,531 | -1% | -13% |
As the figures for the twelve months are available for the audited titles we can see where this portion of the market ended up. But going on experience, where the monthly audited papers ended up at the end of the year is highly correlated to where the papers who are audited every six months ended up! In short, the monthly ‘bundle’ is a very good reflection of the market as a whole.
Morning
Looking at the six month averages, the morning market fell by 14% which is a new low for that market. It was aided and abetted by decent declines in the tabloids.
| Title | JD 2019 | JD 2018 | Diff | +/- % |
|---|---|---|---|---|
| Daily Mirror | 25,909 | 28,632 | -2,722 | -9.5% |
| Daily Record | 262 | 264 | -2 | -0.8% |
| Irish Daily Star | 38,341 | 44,233 | -5,892 | -13.3% |
| The Sun | 45,509 | 52,121 | -6,612 | -12.7% |
| Tabloids | 110,021 | 125,250 | -15,229 | -12.2% |
| Daily Express | 1,936 | 2,217 | -281 | -12.7% |
| Irish Daily Mail | 26,271 | 30,424 | -4,154 | -13.7% |
| The Daily Telegraph | 1,752 | 1,956 | -205 | -10.5% |
| Financial Times | 2,103 | 2,075 | 28 | 1.3% |
| The Guardian | 2,005 | 2,009 | -4 | -0.2% |
| The Times | 2,873 | 6,730 | -3,857 | -57.3% |
| Morning Market | 146,960 | 171,357 | -24,396 | -14.2% |
If you look at a twelve month average of the percentage change (by month) in the morning market, it shows that the recent past have really been tough on the market.
Sunday
Turning to the Sunday market, their six month decline was a little more respectable turning in a decline of 9%.
| Title | JD 2019 | JD 2018 | Diff | +/- % |
|---|---|---|---|---|
| Daily Star - Sunday | 9,835 | 12,880 | -3,044 | -23.6% |
| The Sun on Sunday | 42,689 | 49,304 | -6,616 | -13.4% |
| Sunday Mail | 665 | 656 | 10 | 1.5% |
| Sunday Mirror | 18,750 | 20,249 | -1,499 | -7.4% |
| The People | 6,836 | 7,421 | -585 | -7.9% |
| Sunday Express | 2,480 | 2,607 | -127 | -4.9% |
| Sunday Post | 287 | 341 | -55 | -16.0% |
| The Mail on Sunday | 54,952 | 59,204 | -4,252 | -7.2% |
| The Observer | 4,197 | 4,161 | 35 | 0.8% |
| The Sunday Telegraph | 1,439 | 1,581 | -142 | -9.0% |
| The Sunday Times | 65,985 | 71,586 | -5,602 | -7.8% |
| Sunday Market | 208,114 | 229,989 | -21,875 | -9.5% |
The twelve month average of the percentage change in the Sunday market shows shows a little more resilience than the morning.
Finally – the total market seen as a six month average, it too is at an all time low at 11%
