Millward Brown Lansdowne
Millbank House, Arkle Road,
Sandyford, Dublin 18
t. +353 (1) 290 8444
f. +353 (1) 294 6616
Survey
Objectives
The primary objective of the Joint National Readership Survey,
carried out by Lansdowne Market Research on behalf of JNRS subscribers,
is to provide reliable estimates of readership of newspapers
and magazines in Ireland.
Scope
of the Survey
The JNRS survey consists of two main components which are
inter-related through analysis to provide the industry basis
for buying and selling advertising space in the print media
in Ireland:-
(i)
Readership
(ii) Special Interest Groups
(i)
Readership
In the most recent report covering the period July 2006 to June
2007, the following publications are measured:
| Daily
Newspapers
Irish
Independent
Irish
Times
Irish
Daily Star
Irish
Examiner
Irish Daily
Mail
Irish
Daily Mirror
Irish
Sun
Evening Herald
Herald AM - (free publication)
Metro - (free publication) |
Sunday
Newspapers
Sunday
Independent
Sunday
World
Sunday
Tribune
Sunday
Business Post
Irish Mail on Sunday
Irish
Daily Star Sunday
Sunday
Times
News
of the World
Sunday
Mirror
|
| Magazines
RTE
Guide
Hot
Press
Image |
Weekly
Newspapers
Irish
Farmers Journal
RNAI
titles |
| |
|
Newspaper
Magazines
Star Chic (Irish Daily Star)
Tellyvision (Star Sunday)
Irish
Times Magazine
Weekend (I. Independent)
Life (S. Independent)
Style (Sunday Times)
Culture (Sunday Times)
Sunday
Times Magazine
Tribune
Magazine
Sunday Magazine (S. World)
|
Health & Living(I. Independent)
Day & Night (S.Independent)
HQ (Evening Herald)
TV Week (Irish Mail on Sunday)
The Journal
The Ticket ( Irish Times)
You (Irish Daily Mail)
TV Mag (Sun)
Fabulous |
(ii)
Special Interest Groups
The
JNRS also covers extensive information in the SIG report.
All demongraphic breaks such as age, sex, social class and
region, have been included in the report. Also included are
analyses relating to press media consumption by key product
and service categories. This section of the report demonstrates
the effectiveness of press in reaching key target markets
as defined by their consumption and usage of a range of products
and services.
Some
examples include:
71.4%
of men regularly read the sports pages of newspapers.
98.3%
of 15 -18 year olds own a mobile phone.
67%
of third level students own a credit card.
49.7%
of women after try products after seeing an advertisement.
62.7%
of people surveyed buy Irish goods whenever they can.
79.8%
of 19-24 year olds think it's worth paying extra for quality
goods.
Survey
Method
Population Represented: Adult population aged 15 and over,
living in Republic of Ireland.
Sample Design One of the very few probability/random surveys
in Ireland, it yields a net effective sample of 7,000+ interviews
per annum.
Interviewing for the survey is carried out continuously throughout
the year, and is systematically controlled to be balanced
over time.
The survey is based on 504 primary sampling points.
A random approach to the selection of the individual for interview
is utilised(i.e. the selection is not made by the interviewer).
Format
of the Interview
The key readership measurement is established by following
international best practice, in which mastheads are shown
to respondents - to establish frequency and recency of readership
of each of the relevant publications.
The readership questions, which are asked first, are followed
by the Special Interest Group topics, and finally a comprehensive
demographic classification of all respondents.
A split sample approach has been adopted for coverage of the
Special Interest Topics to ensure the interview is not unduly
demanding of the person being interviewed.
Data
Processing
Data Weighting: At the analysis stage, weighting procedures
are applied to ensure that the sample is matched to the known
demographic characterisation of the current adult population
aged 15+.
Data
Fusion: Data Fusion analysis is also applied to cater for
the split sample/questionnaire in respect of the Special Interest
Group Topics.
Reports
Reports are available in two forms:
(i) Two volume hard copy report:- - Volume I - Readership
- Volume II - Special Interest Groups
(ii)
Electronic Report Reports are normally published on a MAT
basis, every six months - in September and in March.
(Link
to Lansdowne Market Research website - www.lansdownemarketresearch.ie)
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