September 2014 NRS PADD


  • Print And Digital Data
  • A fusion of NRS print data and comScore digital data
  • A single database for planning across print and digital platforms of NRS publisher brands

Use the side navigation to select specific titles.

NRS Data as Probabilities – differences compared to the standard (binary) data

Note to Users

With effect from the latest release (Q1 2012), NRS is supplying its readership data as probabilities for use in reach and frequency media planning programs. The primary reasons for doing so are:

To optimise the use of NRS data for multi-media planning, as probabilities are the more practical way of cross-analysing multi-media data, as in the IPA TouchPoints database.  The first application of this will be – importantly – the forthcoming NRS PADD, which will incorporate fused NRS print readership data with UKOM website data.

To ensure better control of NRS data and consistency in the outputs provided by the various data bureaux.  Previously the same schedule could generate different reach according to whether it is run by Nielsen IMS, KMR Choices or Telmar software.

These changes were agreed by NRS and its Technical Committee, comprising members of the Survey’s stakeholders, the IPA, NPA and PPA.

The standard NRS currency remains in the standard binary format – this includes all published data, and data used in crosstab programs.

This is a technical change to the way in which the data are held, rather than to how they are collected or the underlying currency.  Great care has been taken to ensure that the probabilities data are as close as possible to the original binary data. At the level of All Adults, the probabilities Average Issue Readership for individual titles matches the binary Average Issue Readership.