Audience

• Why news brands?
• Effectiveness
• Trust

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News brands are a dynamic and relevant medium with a daily audience of 22 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.  

Source: PAMCo H2 2026 (June 2024-June 2026) Fused with June 2026 Ipsos iris data

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Under 35s

Despite common misconceptions, news brands are popular with young people. 24% (4 million) of 18-34s consume news brands every single day. This increases to 49% (7 million) of 18-34s accessing news brands on a weekly basis.

Read more about youth audience’s engagement with news brands here.

18 – 34s weekly reach

Source: PAMCo H2 2026 (June 2024-June 2026) Fused with June 2026 Ipsos iris data

Read more about young people and news brands.

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Digital

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

Research with attention experts Lumen, found that display ads on digital news brands received 40% more attention compared to the other top 500 sites by volume of impressions, and video ads received 24% more attention. 

Read more about the stronger attention digital news brands’ deliver for advertisers here. 

Source: PAMCo H2 2026 (June 2024-June 2026) Fused with June 2026 Ipsos iris data

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Print

17 million Brits read national news brands in print every month. According to the PACMo survey, readers spend 48 minutes with their daily newspaper and 58 minutes with both their Saturday and Sunday papers.

Read more about the power of news brand print here. 

Source: PAMCo H2 2026 (June 2024-June 2026) Fused with June 2026 Ipsos iris data

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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)