13 June 2019

JICREG True Local: Mobile Doubles Local Media Audiences

Mobile boosts local media’s audiences by 94 per cent, with the industry now reaching 40.6 million adults a month in print and digital, according to the local sector’s new cross platform audience currency JICREG True Local.

The new system also shows that young people are enthusiastic readers of local news on mobile phones, with 10 million young adults (aged 15-34) reading local media, local newspapers in print and digital, on mobile every month.

New net deduplicated audience data from JICREG True Local, shows that digital provides a 98 per cent uplift to monthly print audiences with 33.6 million people reading local media in digital every month.

The local media sector launched via JICREG the UK’s first integrated print and online audience currency Locally Connected in 2009. Now, following the sharp rise of mobile, the sector is following that success with the launch of JICREG True Local.

The audiences are calculated by RSMB using a combination of PAMCo, Comscore, and audited circulation data, enabling media agencies and advertisers to see how local media is consumed in print, mobile and desktop across Great Britain down to postcode sector level for the first time.

JICREG chief executive Keith Donaldson said: “The new data conclusively proves what we in the industry have known for some time; the demand for highly trusted local news has increased dramatically, resulting in huge audiences for the local sector across print and digital.

“It is also very encouraging to see conclusive evidence that young people are avid consumers of local news and information, accessing local journalism created by trusted brands on their mobile phones.”

The launch of JICREG True Local on Monday was covered in the media trade press including and local media titles. 

In an open letter to the advertising community for the launch, local publishers pointed to newsbrands’ strong audience figures and called for agencies and advertisers to reassess their relationship with local media. 

The publishers said: “No other medium offers you the combination of scale, precise geographic targeting, and a highly trusted brand safe environment.

“And research has shown that appearing in a premium context – such as local media – delivers much better results for advertisers. We hope the launch of JICREG True Local will spark many more conversations about the benefits of using local media, and its ability to deliver great outcomes for businesses large and small.”

JICREG is a joint industry currency used by all major publishers and the top 20 communication agencies in the UK. It is governed by a board of representatives from local publishers, the NMA, ISBA and the IPA.

Clare O’Brien, ISBA head of media effectiveness and performance, said: “Local media provides a compelling opportunity for advertisers to precisely target consumers right down to the postcode sector level in a brand safe environment next to trusted local content created by trained journalists.  

“I hope the launch of JICREG True Local will be a catalyst for some much-needed discussion between advertisers, agencies and media owners about whether more can now be done to make the most of this important and powerful communications platform.”  

Belinda Beeftink, research director, IPA: “Media agencies will be particularly pleased today to see both the growing cross platform audiences for local media and the large numbers of younger audiences accessing local news content through mobile.

“This demonstrates unequivocally that local news media remains highly relevant and engaging for the wide variety of audiences and that the industry should rightly be viewed as a key player in the marketing and communications landscape.” 

Chairman of Local Media Works, the marketing body for the local media sector and part of the NMA, Simon Edgley said: “JICREG True Local demonstrates not only the local sector’s commitment to robust and transparent audience measurement, but also that our overall audiences are growing significantly and more consumers are engaging with their local news brands than ever before.

“It is now time for advertisers and agencies re-examine their adspend to reassess their relationship with trusted local media platforms.”

  • For logos, graphics and filler ads for the JICREG True Local launch please click here.
  • JICREG data is based on a combination of PAMCo print data, Comscore online audience data, and readership statistical modelling by RSMB. The NMA/Local Media Works database provides the source of news brand data used by JICREG and is updated twice a year.
  • For more information visit jicregonline.co.uk and follow @JICREG #jicregtruelocal on Twitter.