Readers use newspapers to start their day
Although newspapers work across the day (39% of readers read between midday and 6pm, and 21% read a newspaper after 6pm), most reading is done in the morning. Two out of five newspaper readers (41%) read a newspaper between 6am and 9am, and 71 per cent of readers read a newspaper before midday.
TV viewing is different. Most viewing is done in the evenings, with 92% of viewers on any given day watching in primetime (6-10.30 pm). Only 30 per cent of viewers watch from 6-9am, and 20 per cent between 9am to midday.
This emphasis on how people use media across the day can be used strategically when planning advertising. A campaign launched in the evening on TV can be continued and reinforced the following morning in newspapers, reaching the audience when they’re fresh and ready to plan their day.