ABC RESULTS: IMMEDIATE MEDIA CO’S LOCK DOWN GROWTH SHOW ENDURING APPEAL OF ITS MARKET-LEADING SPECIAL INTEREST BRANDS
12 months ago
Immediate Media Co, the special interest content and platform company, has posted a combined print and digital ABC (Audit Bureau of Circulations) circulation of 1,822,055, up 3.5% period-on-period and 12.4% year-on-year, for titles reporting January to June 2020.
Despite difficult trading conditions on the newsstand during lockdown, Immediate’s special interest titles, particularly in the gardening and food sector, have proved particularly resilient, growing reach across print and digital.
- Immediate’s ABC-audited print circulation is 1,770,269, an increase of 1.9% period-on-period and 10% year-on-year.
- Immediate’s ABC-audited digital circulation recorded a total circulation of 51,786, up 138.4% period-on-period and 307% year-on-year.
- With 987,784 subscribers, a 6.8% increase year-on-year, Immediate remains the leading magazine publishing company for subscriptions. *
- In April, Immediate reached 87million global users across its digital portfolio, an increase of 80% year-on-year.
Tom Bureau, Immediate CEO, says: “Given the crisis we live through, these ABC’s show the remarkable appeal of Immediate’s brands to their audiences, new and established. I am hugely proud of our talented editorial, publishing and commercial teams who have continued to deliver world-class content and distribution in the most challenging of circumstances. Lockdown has proved we’re a nation of gardeners, bakers, TV viewers, cyclists, crafters and beyond – our market leading specialist brands have helped guide and inspire millions.
Whilst Covid-19 has been a significant challenge in some areas of our business, we have seen real growth elsewhere. We have added almost 100,000 subscribers since March and our digital audiences have been flying with record-breaking visitors to RadioTimes.com, GardenersWorld.com, bbcgoodfood.com and HistoryExtra.com, to name just a few.”
Highlights for the ABC period Jan-June 2020
Radio Times remains the UK’s biggest-selling quality magazine, with a weekly combined ABC of 468,608. It retains its position as the most valuable brand on the UK newsstand and is also the UK’s biggest weekly subscription brand, with 253,356 weekly subscribers, a 10% increase since the start of lockdown in March. Radio Times has the biggest reach of a general weekly magazine brand (PamCo)
RadioTimes.com continues to attract new readers to the brand, with a record-breaking 20 million visitors in June 2020, up 7.4% year-on-year. Over the lockdown period, RadioTimes.com have adapted and created new editorial initiatives. Highlights have included live Q&As and exclusive watchalongs with stars and shows including Ricky Gervais, John Barrowman, the cast of Gangs of London, Call the Midwife and Line of Duty.
BBC Gardeners’ World magazine’s circulation is up 30% period-on-period, and up 8.2% year-on-year reporting a combined ABC of 221,422. BBC Gardeners’ World magazine’s subscriptions are up 30% year-on-year, and gardenersworld.com attracted a record-breaking 5.5m users in May, an increase of 269% year-on-year.BBC Gardeners’ World magazine continues to be the market leading gardening title and has the highest monthly print readership and brand reach amongst all general interest monthlies. (PAMCo – June 2020).
Immediate remains the UK’s leading Food publisher, with a strong performance across its portfolio, including BBC Good Food, Easy Cook, Home Cooking Series, and olive, outperforming the market in terms of both volume and value.
BBC Good Food retains its position as the nation’s number one food media brand, reporting a combined ABC of 157,948, up 0.5% year-on-year. BBC Good Food is the largest magazine brand in the UK (PAMCo 2020) and bbcgoodfood.com has seen an incredible digital growth year – on – year, delivering a staggering 215 million global page views, an increase of 160% year-on-year, and 53 million global users in April 2020.
BBC Good Food ramped up its video capability during the period, serving up 6 new video series under the banner #StayHomeGetCooking, with the brand’s cookery team devising new recipes and presenting from their home kitchens, live-directed by producer-editors. Together with this new content strategy and new video player technologies, on-site video views grew +1698% to 45m, with 90m minutes of video watched over the period.The brand focused heavily on front line interaction with users, with live video Q&As simulcast daily across Instagram, Facebook and YouTube, a new Facebook community that has attracted 26k members and a new Lockdown Essentials podcast, all aimed at helping users troubleshoot their cooking dilemmas under lockdown conditions.
olive recorded an impressive 16.2% circulation increase period-on-period and up 35.1% year-on-year to 34,114. The brand continues to increase its reach across all platforms, with olivemagazine.com is now the third biggest food website in the UK recording their best ever month in June 2020 achieving a record breaking 8.3million global page-views, up 135% YoY.
Immediate continues to be the number one publisher in the Children’s market, with a combined ABC circulation of 897,038 up 34% year-on-year and 12.5% period-on-period. Highlights include:
- Lego Special Series recorded a circulation of 50,367 up 10.20% year-on-year and 18.9% period-on-period.
- Top of the Pops’ circulation is up 7.6% year-on-year and 8.5% period-on-period to 45,561.
- Mega posted a circulation of 29,390 up 1.8% year-on-year and 2.6% period-on-period.
- Frozen and Frozen Funtime both posted impressive period-on-period growth of over 10%, with a combined sale of 99,622.
Immediate now has the largest cross-brand reach of any magazine publisher in the UK (PAMCo 2020).
* Includes print and digital editions of Immediate Media Co brands and BBC Top Gear Magazine, published under contract for BBC Studios, plus titles not audited in this period.