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Media Pack 2016
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“The Daily Express stands for a brighter, better, fairer Britain that supports decent people who work hard and play by the rules.
Our front page emblem is The Crusader and we trulyare a crusading newspaper. We crusade on the issues that our readers care about: from tackling the injustice of inheritance tax to regaining control over our national destiny by holding a referendum on leaving the EU.We are crusading for a fairer deal on fuel duty and for respect for the elderly too.
We stand for traditional British values of decency, politeness, personal responsibility and honesty. We believe in Britain and believe that the values of theDaily Express are the values that make our nation great.”Hugh Whittow, Editor
What Do We Stand For?
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Readership
777,000
Circulation
409,248
Average age
65
Female ratio
49%ABC1 adults
56%
Daily Express
Source: ABC National Newspapers Report Sep 2015 – Feb 2016 / NRS Jan 15 – Dec 15
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Unique users
9,285,406Page views
40,904,000
Likes:
794kFollowers:
455k
Female ratio
50%ABC1 adults
61%
express.co.uk
Source: comScore MMX Multimedia January 2016
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Own their home
60%Access the internet more than 5 times a day
70%Informant has children aged 0‐15
26%Average income
£26,355
express.co.uk
Source: NRS PADD (Print & Digital inc. mobile) Jan 15 – Dec 15
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0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000Au
g‐13
Sep‐13
Oct‐13
Nov
‐13
Dec‐13
Jan‐14
Feb‐14
Mar‐14
Apr‐14
May‐14
Jun‐14
Jul‐1
4
Aug‐14
Sep‐14
Oct‐14
Nov
‐14
Dec‐14
Jan‐15
Feb‐15
Mar‐15
Apr‐15
May‐15
Jun‐15
Jul‐1
5
Aug‐15
Sep‐15
Oct‐15
Nov
‐15
Dec‐15
Jan‐16
Total V
iews
2013/16 Digital Growth
Source: comScore MMX Multimedia Aug 13 – Jan 16
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Online Traffic: Desktop vs Mobile
Source: Page views comScore MMX Multimedia January 2016
42%
58%
DesktopMobile
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Audience Comparison: Print vs Digital
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Total Monthly Brand Reach: 11.4 million Print and Online
516,000 adults do both
2.8m read the publication
9.2m visit the website
Source: NRS PADD (Print & Digital inc. mobile) Jan 15 – Dec 15
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Audience Comparison: Age
Our online audience is significantly younger
17%
29%
20%
15%
19%
Digital
15‐24
25‐34
35‐44
45‐54
55+
Source: NRS Jan 15 – Dec 15/ comScore MMX Multimedia Jan 16
3%4%6%
10%
77%
15‐24
25‐34
35‐44
45‐54
55+
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Audience Comparison: Social Grade
There are also a lot more ABC1s…
5%
19%
32%
24%
13%
7%
A
B
C1
C2
D
E
5%
27%
29%
22%
13%4%
Digital
A
B
C1
C2
D
E
Source: NRS Jan 15 – Dec 15/ comScore MMX Multimedia Jan 16
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Newspaper Sections
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MondayDay & Night, City & Business, Sport, Express Yourself
TuesdayDay & Night, City & Business, Sport, Your Health
WednesdayDay & Night, City & Business, Sport,
Your Money, Travel
ThursdayDay & Night, City & Business, Sport, Express Yourself
FridayDay & Night, Sport, Be Happy, Weekend, Property
SaturdaySaturday Magazine, Gardening, Travel, Fashion, Motoring, Sport
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Shopping
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1 in 2think it is important to look well dressed
350,000consider accessories to be a very important addition to their outfits
£403mwas spent by Express readers on their clothing & accessories last year
Source: TGI GB 2016 Q1 (October 2014 – September 2015)
A Fashionable Audience
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Health
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20
458,000are eating more healthily than they have in the past
76%want to be fit and active more than anything
69%more likely than average to get a periodic health check up
A Healthy Audience
Source: TGI GB 2016 Q1 (October 2014 – September 2015)
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Lifestyle
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23
710,000enjoy spending time with their family
1/2Really enjoy cooking
516,000like to understand nature
Lifestyle
Source: TGI GB 2016 Q1 (October 2014 – September 2015)
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Property
25
26
2/3get a great deal of pleasure from their gardens
£185mspent on DIY and gardening materials in the last year
4/5Express readers are home owners
Home & Properties
Source: TGI GB 2016 Q1 (October 2014 – September 2015)
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Money
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29
£30,375is the average value or our readers savings & investments(excluding home & pensions)
3/4agree if there’s something they want they save up for it!
88%don’t like the idea of being in debt
Competent with Money
Source: TGI GB 2016 Q1 (October 2014 – September 2015)
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Sport
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32
4/5watch sports programs
446,000Are interested in sports topics in the newspaper
35%like watching sporting events at a pub, hotel or bar
Interest in Sport
Source: TGI GB 2016 Q1 (October 2014 – September 2015)
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Travel
34
35
64%have taken a holiday or short break in the last year
496,000like the idea of travelling abroad
£1,601is the average cost of each reader’s holiday
Travel and Holiday
Source: TGI GB 2016 Q1 (October 2014 – September 2015)
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Saturday Magazine
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Readership
756,000
Circulation
409,248
Average age
64
Female ratio
58%ABC1 adults
56%
Sat Mag
Source: ABC National Newspapers Report Sep 2015 – Feb 2016 / NRS Jan 15 – Dec 15
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This WeekMust‐haves, Bargain Breaks, Gift Guide
FeaturesCelebrity interviews
FashionLuxurious fashion shoot
BeautyBeauty feature and celebrity secrets
TravelTravel feature and Ten Things To Do
FoodRecipes with Aldo Zilli and Wine of the Week
PropertyAlan Titchmarsh’s down‐to‐earth solutions
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Beauty
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52%take great pleasure in looking after their appearance
434ksay it is important to them to look well dressed
46%Agree it is important to keep young looking
Beauty & Appearance
Source: TGI GB 2016 Q1 (October 2014 – September 2015)
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Fashion
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44
399,000like to look elegant when going out
55%dress in a very personal way
£577mspent by our readers on clothing and accessories last year
A Fashionable Audience
Source: TGI GB 2016 Q1 (October 2014 – September 2015)
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Food
46
47
2/3Try to include plenty of fibre in their diet
356,000always eat their 5 a day!
3 hoursaverage amount of exercise our readers do each week
A Healthy Audience
Source: TGI GB 2016 Q1 (October 2014 – September 2015)
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Home
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50
3/4are home owners or are currently buying a home
£196mspent on DIY & gardening products last year
350,000use magazines to get ideas for improving their home
Home & Gardening
Source: TGI GB 2016 Q1 (October 2014 – September 2015)
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Travel
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53
£883mspent in the last year on holidays & short breaks
58%are interested in reading about travel & holidays in newspapers
431,000readers enjoy planning holidays
Travel & Holidays
Source: TGI GB 2016 Q1 (October 2014 – September 2015)
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CreativeOptions
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