Online audiences turning to local media has increase 17.9% in the past year as more people turn to trusted local journalism, new data has shown.

Launched today, the JICREG Life is Local database update shows that 42 million people now access local journalism in print or digital each month, with a sharp increase in younger age groups consuming news on mobile.

As a result, local media has become a powerful proposition for digital advertisers.

Newsquest chief executive and News Media Association chairman Henry Faure Walker said: “The pandemic not only prompted a renewed interest in local life but it also created a surge in people wanting quality local information and reporting that they could rely on.

“As a result, local news brands now reach more people than ever before.

““As we move forward, it is vital that agencies and advertisers acknowledge that life has become more community-focused, and that local news media represents the perfect platform for them to connect with audiences in a highly trusted environment.”

Advertisers can benefit from trusted local media

Local trusted journalism has become more important in the past year as more people than ever use local news to navigate the coronavirus pandemic and more.

The JICREG Life is Local launch is supported by OmniGOV chief executive Paul Knight.

Mr Knight said: “Trusted journalism has taken on increased importance in our lives and advertisers can benefit as a result. And this is as true for Government as it is for the businesses which will power our economy going forward.

“Now, it is up to the advertising community to seize the opportunity to align with this vital and unique force for good.”

Key finding advertisers should know

The key findings from JICREG Life is Local include:

  • Local media now has a monthly total brand reach of 42 million people (78.5 per cent of GB population aged 15+) up 7.7 per cent year-on-year.
  • Digital audiences have grown by 17.9 per cent year-on-year, now standing at 37.6 million people every month.
  • 10.9 million young people (aged 15-34) now consume local media on mobile every month – up 18.5 per cent in the last year.

Belinda Beeftink, IPA research director, said: “Trust is hugely important to advertisers and their agencies and is an invaluable asset provided by local media.

"This latest JICREG update helps the industry realise the great opportunities that local media represents in today’s fragmented and complex marketplace.”

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