Audience

• Why news brands?
• Effectiveness
• Trust

---

News brands are a dynamic and relevant medium with a daily audience of 23 million adults accessing news content on the platform of their choice. They have reach and influence mirroring the regional and socio-economic distribution of the UK. 

PAMCo is the publishing industry’s joint currency. Find out more about its methodology here. The latest PAMCo data shows the public’s ongoing demand for trusted news amid global crises, rising concern about AI, a rise in disinformation on social media and attacks on free speech.  

*National news brand readership
Source: PAMCo H1 2026 (December ‘23 – December ‘25) Fused with November‘25 Ipsos iris data

---

Under 35s

Despite common misconceptions, news brands are popular with young people; 26% (4million) of 18-34s consume news brands every single day. This increases to 53% (8 million) of 18-34s accessing news brands on a weekly basis. That’s just behind those using Tiktok (57%), and more than Snapchat (45%) or X (33%).

18 – 34s weekly reach

Read more about young people and news brands.

---

Digital

With a digital daily readership of 18 million, news brands continue to provide brands with a quality environment from which to advertise. 

Neuroscience research proves that the quality online content offered by news brands delivers an incremental benefit to advertisers, with 51% higher engagement on premium editorial sites than during general online browsing. 

*National news brand readership
Source: PAMCo H1 2026 (December ‘23 – December ‘25) Fused with November‘25 Ipsos iris data

---

Print

17 million Brits read national news brands in print every month. According to the latest IPA TouchPoints data, readers spend 1 hr 20 mins with their daily newspaper on the days they read. This increases to 1 hr 38 mins with their Sunday paper. 

*National news brand readership
Source: PAMCo H1 2026 (December ‘23 – December ‘25) Fused with November‘25 Ipsos iris data

---

Time spent

Over the last few years, the media landscape has changed drastically and become very fragmented, with consumers spending more time with digital rather than non-digital channels.

The IPA’s TouchPoints data helps us show that despite this shift, the nation’s need for reliable information remains constant, with readers spending record levels of time with their national news brands.

The latest IPA TouchPoints figures show that readers spend an impressive 1 hr 20 mins with their daily newspaper on the days they read, and an impressive 1 hr 40 mins with their Sunday papers.

Source: TPT23HC IPA TouchPoints 2024 SuperHub (W2 2023 + W1 2024)