May 2016 ABC Circulation

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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.

TitleMay-16May-15Apr-16Y/YM/M% Ch Y/Y
Daily Mirror39,00141,93838,963-2,93738-7%
Daily Record281283287-2-6-1%
Irish Daily Star51,84756,79954,193-4,952-2,346-9%
The Sun58,07657,59459,779482-1,7031%
Daily Express2,4852,5982,566-113-81-4%
Irish Daily Mail46,17351,56144,633-5,3881,540-10%
The Daily Telegraph2,3342,6882,510-354-176-13%
Financial Times2,2342,3982,334-164-100-7%
The Guardian2,1852,6032,320-418-135-16%
The Times2,5912,4472,568144236%
Morning Market207,207220,909210,153-13,702-2,946-6%
Daily Star – Sunday15,38615,63715,490-251-104-2%
The Sun/NotW57,66253,35856,8094,3048538%
Sunday Mail756789754-332-4%
Sunday Mirror26,14029,77325,932-3,633208-12%
The People9,70510,6369,939-931-234-9%
Sunday Express2,9733,3622,998-389-25-12%
Sunday Post781861788-80-7-9%
The Mail on Sunday81,10492,95883,813-11,854-2,709-13%
The Observer4,2395,1434,484-904-245-18%
The Sunday Telegraph1,9562,4642,131-508-175-21%
The Sunday Times73,41981,53477,107-8,115-3,688-10%
Sunday Market274,121296,515280,245-22,394-6,124-8%
Total Market481,328517,424490,398-36,096-9,070-7%


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.