Average newspaper readership in Portugal falls to 28% in Q4, compared with 29.1% in same period last year, finds survey

Mathew Kearney

December 19, 2013 (BBC International Reports ) – The average readership of general interest daily newspapers fell from 29.1 per cent between 15 September and 15 December in 2012 to 28 per cent in the same period this year. Publico and the i newspaper were the only dailies to manage to reach a bigger slice of the population. Publico obtained 5.7 per cent of the readership (as against 5.2 per cent in the same period last year) and i drew 1.7 per cent (1.6 per cent in 2012).

According to the Press Barometer report by Marktest, in the year-on-year analysis Correio de Manha, which is the leading paid-for general interest daily in Portugal, fell from 15.3 per cent to 15.1 per cent. The same thing happened to Jornal de Noticias, which dropped from 12.7 per cent to 12.5 per cent. Diario de Noticias decreased from 4.9 per cent to 4.5 per cent.

Compared with the months of March, April, and May - those that were made available by the Barometer - Correio de Manha, Jornal de Noticias, and i won more readers. Publico maintained a readership of 5.7 per cent, while Diario de Noticias reached 4.5 per cent in both periods.

Daily economic news was down: from 5 per cent to 4.4 per cent, with Jornal de Negocios reporting the biggest drop (from 3.1 per cent to 2.8 per cent). Diario Economico went down from 3.1 per cent to 2.9 per cent. Among the weekly newspapers, and in yearly terms, Expresso saw its paid-for circulation fall from 7.5 per cent to 7.4 per cent between 15 September and 15 December. The Sol weekly went up from 2.4 per cent to 2.6 per cent.

Sports newspapers too reported a fall compared with 2012. Record went from 10.8 per cent to 10 per cent. Bola slipped from 10.3 per cent to 9.9 per cent. Compared with the months of March to May, both titles managed to win more readers. Jogo was the only sports newspaper to succeed in increasing its readership in yearly terms, from 6.4 per cent to 6.5 per cent.

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