OLD Media Moves

FT daily audience now up to 2.2 million

February 10, 2012

Posted by Chris Roush

The Financial Times now reaches 2.2 million people worldwide on a daily basis, according to the latest Average Daily Global Audience (ADGA) figures announced Friday.

The number of people accessing FT.com daily has surpassed 900,000, showing a 36 percent year on year increase in online readers.  The FT has also seen a sharp rise in mobile users, with increases of 66 percent on smart phones and 71 percent on tablets in the last six months.

The number of people who read FT content on two or more platforms every day has risen to over 300,000, or 14 percent of the total audience.  FT research has shown that readers who consume content on more than one channel are more engaged in both the FT brand and advertisers’ messages.

“The latest ADGA figures show continued growth since the launch of the measurement model in 2009,” said Anita Hague, global research director at the Financial Times, in a statement. “Increasingly, FT readers are comfortably moving between platforms to access our content offering them flexibility in how they receive our world-class journalism.  Equally, this means that advertisers who run a cross-channel campaign are maximising their reach and effectiveness amongst the FT’s premium, global audience.”

ADGA uses a combination of sources including syndicated national and regional readership surveys, unique user and browser data, FT proprietary research based on large samples of the reader base as well as ABC circulation figures. The number is divided into channels as well as regions.

Duplicated consumption is removed to produce one global net audience figure, and this has been subject to independent assurance by PricewaterhouseCoopers.

Read more here.

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