ABC Market Summary Report. January June 2018

Transcription

1 ABC Market Summary Report January June 2018

2 Contents ABC Highlights 3 Market Sector Overview 4 Top 100 Titles 5 Total ABC Breakdown 6 Subscriptions Summary 8 Export Summary 9 Contact Details 10 Important Notes: ABC data does not cover the magazine market in its entirety as the overall number of titles that audit each period will vary. The analysis in this report also excludes titles whose Newstrade sales are less than 20% of their total ABC. The start of this report focuses on volume and revenue only, and therefore excludes all overseas, subscription, bulk and free copies and digital. The Total ABC column quoted in the data table on page 5, however, does include sales from every channel. For the Total Market, Export, Digital and Subscriptions analysis the 20% exclusion is waived to properly account for complete ABC performance. Titles whose Other distribution has a greater than 90% share are still excluded to avoid huge volumes of frees and bulks skewing the market analysis. UK revenue figures are calculated using volume figures and cover price data supplied by ABC. Some ABC sectors or sub-sectors have been split into further sub-sectors to allow for more pertinent analysis, though only the term sector is referred to throughout. 2

3 ABC Highlights The UK newstrade ABC market was worth 266.6m in JJ18 down (6.7%) YoY. This equates to copy sales of 178.3m, down (10.4%) YoY. 10.0% of copies sold were discounted in JJ18, down from the previous year and accounting for 5.8 million fewer in total. The Home Improvement sector saw the greatest YoY volume growth, up 0.8%. Women s Celebrity Weeklies In JJ18 the Women s Celebrity Weeklies sector generated 45.9m in revenue, down (10.8%) YoY. The top performing title was HELLO!, posting a UK newstrade figure of 167,904 and overtaking previous top title Closer. It was also the only title to record sales growth both PoP and YoY by 4.6% and 6.8% respectively. Discounted copies sold in the sector dropped to 39.6%, a decrease of (3.9%) points. TV Weeklies TV Choice remains top of the sector, recording a UK newstrade figure of 1,167,012. The second largest title, What s on TV, posted a UK newstrade figure of 828,649. This equates to 538.6k in revenue, up 1.7% YoY and outperforming TV Choice. The TV Weeklies sector was worth 65.2m in JJ18, down (1.3%) YoY outperforming the total market by 5.4% points. The top two titles account for 77.4% of UK newsstand sales in the TV Weeklies sector. Children s Magazines This sector was worth 37.2m in JJ18 equating to copy sales of 10.3m. The top title in the sector was Peppa Pig Bag-o-Fun posting a UK newstrade figure of 80,809 and up 11.1% YoY. This title has overtaken LEGO Ninjago which was down (17.1%) YoY, recording a UK newstrade figure of 69,371. Overall 17 of the 32 titles were in PoP revenue growth including The Beano which was up 7.5%. News & Current Affairs The News & Current Affairs sector was down (15.2%) in sales and (2.0%) in revenue YoY in JJ18. The revenue performance was due to The Economist generating an additional 57.0k in JJ18 compared to the previous year. Private Eye remains top of the sector posting a UK newstrade figure of 82,315. Women s Traditional Weeklies The Women s Traditional Weeklies sector was worth 53.2m in JJ18 down (7.4%) YoY. Eight of the titles outperformed the sector in YoY volume and revenue. Take a Break continued to lead the sector recording a UK newstrade of 466,194 despite seeing both PoP and YoY declines of (4.9%) and (8.3%) respectively. Bella moved up two places, now sitting in fifth place and was the only title to experience both PoP and YoY growth. Women s Fashion / Lifestyle In JJ18, Women s Lifestyle and Fashion posted a UK newstrade revenue figure of 23.0m, down (8.4%) YoY. This was impacted by Glamour decreasing frequency and not releasing an ABC figure. Cosmopolitan remained sector leader, up 35.1% in revenue due to it doubling in price in JJ18. Red, the best performer, was the only title to post growth both PoP and YoY. HELLO! Fashion Monthly performed well, recording a 10.1% increase in revenue YoY. Women s Home Interest Home Interest Mainstream was the biggest subsector in JJ18 selling almost 2.0m copies, down (18.5%) YoY. Again, Ideal Home was the top performing title posting a UK newstrade of 89,716, down (3.4%) PoP. Country Living moved up one rank now sitting in third place ahead of Style At Home. Elle Decoration was the strongest performer in this period up 1.7% and 8.5% PoP in sales and revenue. Other Highlights The Home Improvement sector posted both UK newstrade sales and revenue growth of 0.8% and 5.6% respectively. This growth was driven by the performance of BBC Gardeners World, up 83.0% PoP and 13.2% YoY in revenue. 3

4 Market Sector Overview For Newspapers and Periodicals, the 12 month Consumer Price Index (CPI) in June 2018 stood at a 6.1% increase from June This has been driven by a number of cover price rises in the market. The inflation rate from July 2017 to June 2018 is higher than the previous 12 months, which had a CPI rate of 4.9%. In June 2018, the overall CPI index stood at a 2.4% increase from June Inflation over this period increased at a marginally slower rate than that of the previous 12 months (July 2016 to June 2017) which was at 2.6%. The leading contributor to the increased CPI index this year is Transport, caused by rising petrol prices. The effect however, was partially offset by the clothing and footwear sector, particularly men s clothing. When comparing GDP growth in Q at 0.3% with Q at 0.8%, we see a continuing pattern of slowing growth, in part reflecting a downturn of consumer-facing industries such as retail trade and recreation. Retail trade had fallen by (0.3%) in Q1 2018, caused by a decline in petrol sales and adverse weather conditions keeping shoppers indoors. However, GDP growth is estimated to have increased by 0.4% between Q1 and Q2 this year, with Q2 reflecting a pick up in the service industry, particularly wholesale and retail trade. General Interest and Teenage Magazine sectors saw the greatest revenue decline, down (46.7%) to 772k and (42.1%) to 1.2 million respectively. The strongest performing sector in JJ18 was Home Improvement. Revenue increased by 5.6% to 4.1 million, with its share of the total revenue being 1.5%. TV Listings along with Children's Magazines were the next best performing sectors. While both sectors were in decline, they both outperformed the market and made up 24.5% and 14.0% market share respectively. TV Listings experienced a (1.3%) decline in revenue coupled with a (6.3%) decline in volume sales. While Children's Magazines saw a YoY decline of (1.8)% for revenue and (5.0%)volume sales. (6.3%) (1.3%) (5.0%) (1.8%) (15.2%) (2.0%) (4.7%) (2.7%) (10.4%) (7.4%) (23.6%) (8.4%) (14.4%) (10.8%) (17.0%) (13.9%) (28.6%) (25.8%) (37.8%) (35.5%) -40% -35% -30% -25% -20% -15% -10% -5% 0% 5% 10% Sector and Revenue Share 0.8% 5.6% Home Improvement - 1.5% TV Listings - UK % Children's Magazines % News & Current Affairs - 1.5% Women's Interests - Other - 5.1% Women's Traditional % Women's Lifestyle/Fashion - 8.6% Women's Celebrity % Women's Interests - Home Interest - 4.8% Soap - 1.5% Remaning Sectors - 1.4% Sales YoY RSV YoY 4

5 Top 100 Titles Rank Title ABC Jan - Jun 17 Jul - Dec 17 Jan - Jun 18 YoY Change PoP Change Combined Total ABC ABC Combined Total ABC ABC Combined Total ABC ABC Combined Total ABC ABC 1 TV Choice 1,200,487 1,200,487 1,188,558 1,188,558 1,167,012 1,167, % -2.8% -1.8% -1.8% 2 What's on TV 882, , , , , , % -6.1% -7.2% -7.2% 3 Slimming World Magazine 562, , , , , , % -4.7% -4.1% -4.2% 4 Take a Break 508, , , , , , % -8.3% -4.9% -5.0% 5 Radio Times 339, , , , , , % -7.3% -16.2% -8.7% 6 Woman's Weekly 229, , , , , , % -9.8% -7.4% -5.7% 7 Chat 216, , , , , , % -9.9% -9.1% -8.7% 8 That's Life 202, , , , , , % -6.1% -5.6% -5.6% 9 Cosmopolitan 273, , , , , , % -25.1% -29.3% -13.9% 10 Take a Break Monthly (formerly TAB Serie 160, , , , , , % 9.1% -15.6% -15.3% 11 HELLO! 157, , , , , , % 8.2% 4.6% 6.5% 12 Bella 160, , , , , , % 2.8% 1.4% 1.3% 13 Yours 172, , , , , , % -3.7% -1.9% -0.9% 14 Closer 181, , , , , , % -9.9% -3.6% -6.8% 15 New! 178, , , , , , % -13.0% -6.1% -6.4% 16 Woman & Home 161, , , , , , % -6.0% 1.3% -1.9% 17 Good Housekeeping 161, , , , , , % -2.5% -16.2% -5.9% 18 OK! Magazine 143, , , , , , % -9.2% -0.7% -6.7% 19 TV Times 159, , , , , , % -11.2% -14.9% -13.0% 20 Woman 179, , , , , , % -23.5% -16.0% -15.5% 21 Woman's Own 165, , , , , , % -24.3% -16.3% -15.9% 22 Peoples Friend 137, , , , , , % -7.5% -6.5% -3.8% 23 Best 126, , , , , , % -10.0% -8.2% -7.4% 24 Real People 120, , , , , , % -7.7% -5.6% -5.5% 25 Sainsbury's Magazine 141, , , , , , % -16.1% -22.8% -15.5% 26 Pick Me Up 117, , , , , , % -12.8% -11.6% -11.5% 27 Heat 99, ,175 98, ,853 98, , % -1.3% 0.7% -1.0% 28 Prima 108, , , ,753 98, , % -6.1% -9.5% -5.3% 29 Star 105, , , ,825 91,862 94, % -12.6% -8.4% -8.3% 30 Ideal Home 107, ,110 92, ,705 89, , % -8.4% -3.4% -0.2% 31 Your Home 94, ,727 92, ,438 87, , % -6.6% -5.8% -4.6% 32 Inside Soap 92,751 98,226 89,681 96,012 85,021 91, % -6.7% -5.2% -4.5% 33 Total TV Guide 86,427 92,211 87,991 94,209 83,888 90, % -1.5% -4.7% -3.6% 34 Love It! 81,059 82,830 84,296 84,465 82,624 82, % -0.2% -2.0% -2.2% 35 Private Eye 97, ,927 93, ,628 82, , % -6.0% -12.2% -4.8% 36 Red 75, ,340 74, ,128 81, , % 3.1% 9.4% 3.2% 37 BBC Gardeners' World 75, ,262 46, ,947 80, , % 0.1% 74.2% 18.5% 38 Peppa Pig Bag-o-Fun 72,743 77,037 75,039 79,399 80,809 85, % 10.9% 7.7% 7.6% 39 Weightwatchers Magazine 81, ,297 83, ,306 79, , % 1.6% -5.2% 0.6% 40 Reveal 96, ,685 89,976 95,018 77,805 82, % -18.3% -13.5% -13.4% 41 My Weekly 82,354 98,814 80,650 96,527 75,730 92, % -6.9% -6.1% -4.6% 42 Vogue 78, ,021 79, ,032 71, , % 1.1% -9.7% 1.1% 43 LEGO Ninjago 83,667 84,063 78,052 79,767 69,371 71, % -15.4% -11.1% -10.9% 44 TV & Satellite Week 83, ,232 81, ,807 69,346 97, % -12.2% -14.5% -10.2% 45 HELLO! Fashion Monthly 62,964 68,476 75,197 80,899 69,335 75, % 10.8% -7.8% -6.2% 46 Grazia 73, ,031 64, ,859 62, , % -7.3% -3.6% -0.8% 47 Women's Health 67, ,960 62, ,728 60, , % 1.1% -3.2% 0.5% 48 Fun to Learn - Peppa Pig 57,245 64,108 56,094 62,554 60,246 66, % 3.4% 7.4% 6.0% 49 Lego Special Series 57,707 57,707 44,071 44,071 60,190 60, % 4.5% 36.6% 36.8% 50 Disney Frozen 68,059 68,059 61,021 61,021 59,017 59, % -13.3% -3.3% -3.3% 51 Country Living 62, ,394 63, ,593 56, , % -1.7% -11.0% -3.4% 52 Style at Home 65,341 77,518 57,711 69,894 54,952 66, % -13.7% -4.8% -4.2% 53 Cbeebies Special 45,474 45,474 43,778 43,778 51,035 51, % 12.2% 16.6% 16.6% 54 Elle (U.K.) 62, ,193 55, ,850 50, , % -11.9% -8.2% -10.1% 55 CBeebies Weekly 53,569 53,569 53,619 53,619 50,440 50, % -5.8% -5.9% -5.9% 56 BBC Good Food 54, ,667 74, ,619 49, , % -9.2% -33.0% -20.3% 57 Disney Star Wars Lego 59,009 59,009 60,008 60,008 49,016 49, % -16.9% -18.3% -18.3% 58 Top of the Pops 44,870 45,036 48,936 49,121 48,281 48, % 7.5% -1.3% -1.5% 59 Paw Patrol 45,007 45,007 44,006 44,006 48,087 48, % 6.8% 9.3% 9.3% 60 Marie Claire 81, ,723 63, ,412 47, , % -20.5% -24.1% -21.3% 61 Now 83,275 86,838 74,618 78,619 47,178 50, % -41.6% -36.8% -35.4% 62 Pokemon 40,859 40,859 44,186 44,186 46,154 46, % 13.0% 4.5% 4.5% 63 Cbeebies Art 52,649 52,649 51,378 51,378 46,008 46, % -12.6% -10.5% -10.5% 64 Lego Nexo Knights 63,171 63,171 54,350 54,350 45,256 45, % -28.4% -16.7% -16.7% 65 Fun to Learn - Friends 46,543 49,644 44,694 48,001 45,126 48, % -2.8% 1.0% 0.6% 66 Disney's Princess 35,252 35,316 37,926 38,028 44,943 45, % 27.5% 18.5% 18.4% 67 Men's Health 54, ,672 55, ,683 42, , % -16.4% -22.4% -16.9% 68 HomeStyle 44,700 51,542 50,192 58,124 42,849 51, % 0.2% -14.6% -11.1% 69 Girl Talk 40,254 40,302 38,380 38,421 42,337 42, % 5.1% 10.3% 10.3% 70 Andys Amazing Adventures 42,093 42,093 39,549 39,549 40,430 40, % -4.0% 2.2% 2.2% 71 Homes & Gardens 46, ,199 40,030 94,734 40,095 95, % -6.2% 0.2% 1.2% 72 PJ Masks ,911 39,911 40,020 40, % 0.3% 73 Go Girl 31,331 32,047 35,539 36,021 39,380 40, % 24.9% 10.8% 11.1% 74 House Beautiful 48, ,970 47, ,727 39,092 98, % -10.5% -17.6% -9.5% Beautiful Homes 47,962 72,389 41,828 68,426 37,538 65, % -10.0% -10.3% -4.7% 76 Living etc 43,401 76,630 35,216 70,665 35,510 69, % -9.9% 0.8% -2.3% 77 Thomas and Friends 34,989 35,013 33,985 34,008 35,018 35, % 0.1% 3.0% 3.0% 78 Toxic 40,061 40,523 34,748 35,087 34,972 35, % -13.4% 0.6% 0.0% 79 Sparkle World 38,982 47,304 37,691 46,656 34,836 44, % -6.2% -7.6% -4.9% 80 Country Homes and Interiors 38,689 70,478 38,470 70,141 32,820 63, % -10.1% -14.7% -9.7% 81 Fun to Learn - Favourites 31,079 35,206 35,138 38,735 32,424 35, % 1.3% -7.7% -7.9% 82 Mega 38,102 38,102 31,489 31,489 31,539 31, % -17.2% 0.2% 0.2% 83 LEGO Friends 43,997 43,997 43,877 43,877 31,164 31, % -29.0% -29.0% -28.8% 84 GQ 37, ,035 37, ,006 30, , % -3.5% -17.8% -4.3% 85 Girl Talk Art 28,144 28,144 26,072 26,072 28,326 28, % 0.6% 8.6% 8.6% 86 Toybox 24,751 24,773 28,905 28,930 28,113 28, % 13.6% -2.7% -2.8% 87 Go Jetters 30,302 30,302 29,794 29,794 28,015 28, % -7.5% -6.0% -6.0% 88 Octonauts 26,894 26,894 26,767 26,767 25,222 25, % -6.2% -5.8% -5.8% 89 Swashbuckle 31,926 31,926 25,050 25,050 24,891 24, % -22.0% -0.6% -0.6% 90 Mr Tumble Something Special 23,835 23,835 25,486 25,486 24,720 24, % 3.7% -3.0% -3.0% 91 House & Garden 28, ,017 26, ,049 24, , % 0.9% -8.6% 0.0% 92 Delicious 25,411 60,574 29,544 67,151 23,523 61, % 1.9% -20.4% -8.1% 93 Elle Decoration 25,258 71,794 23,085 70,565 23,479 74, % 4.3% 1.7% 6.1% 94 Garden News 23,698 38,614 21,027 36,055 22,875 37, % -1.7% 8.8% 5.3% 95 BBC Home Cooking Series 24,374 25,408 24,386 25,426 21,665 22, % -10.5% -11.2% -10.6% 96 Tatler 19,825 80,035 17,961 78,082 17,149 78, % -2.4% -4.5% 0.0% 97 Hey Duggee 14,389 15,168 12,002 12,228 16,601 16, % 9.4% 38.3% 35.8% 98 Garden Answers 13,970 33,521 11,731 34,688 16,544 41, % 23.7% 41.0% 19.5% 99 The Beano ,580 37,542 16,208 38, % 2.1% 100 Easy Cook 15,504 29,181 19,584 32,782 14,683 27, % -5.8% -25.0% -16.2% Combined Total ABC 5

6 Sales (Millions) Total ABC Breakdown Between January and June 2018, over 3,100 titles were published. 108 of these submitted an ABC (where UK newstrade is more than 20% of total ABC), down from 119 titles in JJ17. ABC titles account for 83.8% of volume and 61.8% of value in the total market. The high percentage share, when compared to the share of titles, reflects the mass market nature of ABC audited magazines. The disparity between share of volume and value reflects the low priced, high volume characteristics of these titles. Year on year volume sales are broadly in line between ABC and the total market, however UK newstrade sales are down (10.4%) which is a greater drop than the (8.7%) seen by the total market. This is a reflection of a number of factors: Puzzle Magazines have seen the best YoY performance in the total market. However as titles don t carry advertising, none released an ABC in this period. The Home Improvement sector also outperformed the total market which is reflected in the ABC results. Only 3 titles released an ABC figure out of 41 in the total market. Some publishers have not audited all their titles with ABC. JJ18 vs JJ17 ABC Market Performance (10.5%) (2.5%) (30.5%) 19.7% (10.8%) 30% 20% 10% 0% -10% -20% -30% YoY Movement 0 Subscriptions (UK & Export) Other Digital Copies Export Newstrade -40% JJ17 JJ18 YoY Combined total ABC circulation stands at million for JJ18, down (8.5%) YoY. UK newstrade volume, including titles where their UK newstrade is less than 20% of their combined total ABC, is down (10.5%) YoY to million. Subscriptions reported a YoY decline of (2.5%) while digital copies reported a substantial YoY increase of 19.7%, due to more titles being reported by some publishers. Digital accounted for 5.7% of the JJ18 combined total ABC, a share increase of 1.3% points YoY. The Other ABC categories collectively experienced a YoY decrease of (30.5%). UK newstrade share of the total ABC market stood at 67.5% in JJ18, down (1.6%) points YoY. Subscriptions share increased 1.3% points YoY to 21.2%, while export newstrade share has decreased (0.1%) points YoY to 2.4%. 6

7 Total ABC Breakdown JJ18 vs JJ17 ABC Market Performance In JJ18 UK newstrade saw their share of weeklies decrease by (1.4%) points to 70.5%. UK newstrade's share of monthly magazines decreased by (2.9%) points to 52.5%. The weeklies Total Subscriptions market saw a YoY share increase of 1.3% points to 19.8%, while the monthlies Total Subscriptions market share for JJ18 stood at 28.0%, up 1.8% points. The Export newstrade share of monthlies declined (0.1%) points to 3.7%, while the weeklies share remained consistent at 2.1%. Weeklies 70.5% 19.8% 1.5% 6.1% 2.1% Monthlies 52.5% 28.0% 12.1% 3.7% 3.7% Subscriptions (UK & Export) Other Digital Copies Export Newstrade 7

8 Subscriptions Summary In JJ18, 56.2 million subscription copies were sold, a decrease of (2.5%) compared to JJ17. Women s Interests Other is the best performing sector recording 15.0% YoY growth, increasing its share of the Subscriptions market by 0.4% points to 2.6%. BBC Good Food is the leading title with 729,729 subscription sales, a 24.9% increase YoY. Slimming World had a significant increase in its subscriptions, up 416.4% YoY to 196,482. Subscriptions for Children s Magazines saw a large decline of (72.8%) with only The Beano registering subscriptions. Subscriptions in the TV Listings sector recorded a (4.4%) decrease YoY to 8.1 million copies, down from 8.5 million copies in JJ17. News & Current Affairs, the largest sector in the total ABC subscriptions market with 30.5 million copies, has seen a 4.6% increase YoY. This is led by The Economist North America edition with 13.0 million subscriptions. Subscriptions for The Week Junior increased by 185.4% YoY to 1.4 million. The 5.7% YoY increase in the Women s Traditional sector was driven by the growth across the three largest titles: People s Friend, Woman s Weekly and My Weekly. People s Friend and Woman s Weekly account for 45.7% and 31.5% of the sector respectively. Sector and Subscriptions Share (72.8%) (34.3%) (26.7%) (0.7%) (4.4%) (7.9%) (8.2%) (9.1%) (11.1%) 15.0% 5.7% 4.6% 0.2% Women's Interests - Other - 2.6% Women's Traditional - 3.3% News & Current Affairs % Home Improvement - 2.3% Women's Interests - Home Interest - 3.7% TV Listings - UK % Leisure Interests - 0.8% Women's Lifestyle/Fashion - 8.9% Women's Celebrity - 2.5% General Interest - 5.4% Men's Lifestyle - 0.6% Soap - 0.1% Children's Magazines - 1.0% -80% -70% -60% -50% -40% -30% -20% -10% 0% 10% 20% 8

9 Export Summary In JJ18, Export newstrade accounted for 2.4% of the total ABC market, down (0.1%) PoP. A total of 6.4 million export newstrade copies were sold, a YoY decline of (10.8%). The weeklies have outperformed the monthlies, as they did in the previous year, recording year on year declines of (9.4%) and (14.5%) respectively. The weeklies have increased their share of Export newstrade to 74.2%, a movement of 1.1% points. HELLO! increased its dominance as the biggest selling export title in the period, with a share of 16.6%. HELLO!, Monocle and Harpers Bazaar have all recorded YoY growth at 10.6%, 5.3% and 92.8% respectively. Sector and Export Share (2.9%) (5.5%) (10.3%) (10.7%) (10.8%) (11.5%) (11.9%) (13.0%) (19.7%) (23.1%) (27.5%) (39.6%) (42.3%) 5.0% 22.8% Leisure Interests - 1.4% Children's Magazines - 4.2% Women's Celebrity % Women's Interests - Other - 1.2% TV Listings - UK - 2.6% Home Improvement - 0.1% Grand Total % News & Current Affairs % Women's Traditional % Women's Interests - Home Interest - 7.9% Soap - 0.1% Women's Lifestyle/Fashion - 8.4% General Interest - 0.7% Teenage Magazines - 0.2% Men's Lifestyle - 5.6% -60% -40% -20% 0% 20% 40% Leisure Interests was the best performing sector year on year, up 22.8%. The sector now has a 1.4% share of total export newstrade, which is a 0.4% point increase YoY. Leisure Interests export newstrade sales accounts for 7.5% of its total combined ABC. The News & Current Affairs and Women s Traditional sectors continue to be the largest in export. Both sectors have a 24.3% share of export newstrade. Children s Magazines increased sales by 5.0% in export YoY. This growth is driven by titles including Sparkle World, Fun to Learn Friends, and Peppa Pig Bag-o-Fun, which increased 29.1%, 1.6% and 8.2% YoY respectively. 9

10 Contact Details This report was prepared by Marketing Services, Marketforce (UK) Ltd August 2018 For any queries about this report please contact: Yasemin Kemal on Nikki Patel on Stephen Wright on