Readership

Ipsos measures the readership of newspapers and magazines in more countries than any other research organisation. In March 2013, we carried out readership measurement of one sort or another in 70 countries through 120 surveys. One of our flagship surveys is the National Readership Survey in Great Britain, a contract we have worked on without a break since 1977.

Amongst the innovations introduced on this survey include the first use of Computer-Aided Personal Interviewing (CAPI) in a readership survey, the first use of Double-Screen CAPI and the introduction of a method for increasing the number of titles that can be measured on a single survey (known as the ‘Extended Media List’).

More recently, the ONE survey in France, launched in March 2012, has been an early attempt to employ a mixed methodology for collecting readership data – respondents are recruited by telephone; most are then interviewed on-line, while a certain number are interviewed face-to-face.

We are pioneers in measuring readership in new markets: we cover countries like Iraq, Syria and Pakistan, as well as Kosovo, Albania and Bosnia-Herzgovina.

The measurement of readership is no longer simply a matter of surveying people about their exposure to printed publications. Ipsos is now extending this to embrace reading on-line, via tablets and via Smartphones – and integrating the results into a composite measurement of all reading.