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The Biggest Selling Sunday Newspaper

Fans describe it as: “Helps me keep in touch”, “Interesting”, “Informative” and “Well written”.

Type
Weekly Newspaper
Format
Tabloid
Founded
1896
Ownership
Daily Mail
Editor
Ted Verity
Political Alignment
Right-wing
Readership
2,013,000 Weekly
Circulation
903,033 Average per Issue
Cover Price
£1.80
Subscribers
10,633 paid subscriptions
Website

https://www.dailymail.co.uk/mailonsunday/

2

million average print readership

65%

are ABC1 readers

53

minutes average reading time

79%

choose only to read a weekend newspaper

Affluence & Income
  • The Mail on Sunday reaches a large and affluent UK audience with strong AB and C1 representation.
  • Households demonstrate high disposable income and strong purchasing power across retail, travel, home, fashion and lifestyle categories.
  • A high proportion of readers own their homes, many mortgage-free or in higher-value property bands.
Professional Influence
  • Readers include senior professionals, managers, business owners and a substantial number of financially secure retirees.
  • Strong decision-making authority within households, especially across utilities, insurance, consumer goods and travel purchases.
  • High female readership, with strong control over household budget allocation and purchasing choices.
Finance & Investment
  • Readers over-index for long-term savings, pension planning and financial prudence.
  • High engagement with consumer finance, money-saving advice and insurance products.
  • Many readers actively compare products, switch providers and seek value-led financial services.
Home & Property
  • Mail on Sunday readers show strong engagement in home improvements, décor, gardening and practical household upgrades.
  • High likelihood of multi-car ownership and investment in domestic lifestyle improvements.
  • A significant proportion own properties in suburban or semi-rural locations with above-average house values.
Health & Wellbeing
  • Readers are heavy consumers of health, nutrition and wellness content.
  • They over-index for purchasing vitamins, supplements, preventive health products and age-related wellbeing solutions.
  • Strong interest in fitness, weight management, healthy cooking and family wellbeing.
Lifestyle & Culture
  • The Mail on Sunday has a strong lifestyle-focused audience engaging with fashion, beauty, consumer advice, pets, travel and entertainment.
  • High spend on holidays, cruises, UK breaks and leisure experiences.
  • Readers enjoy food, cooking, home entertaining and aspirational lifestyle content.
Technology & Consumer Behaviour
  • Readers are highly responsive to offers, competitions, vouchers and direct-response advertising.
  • Strong interest in practical tech, home gadgets, smart home devices and energy-saving products.
  • They prefer trusted, value-focused brands and are attentive to product reviews and consumer advice.
Media Habits
  • The Mail on Sunday maintains a highly loyal weekly print readership with strong habitual engagement.
  • The YOU Magazine supplement attracts a large, style-conscious, predominantly female ABC1 audience.
  • MailOnline provides complementary multi-platform reach among UK readers seeking lifestyle, consumer and entertainment content.
  • Weekend dwell time is consistently high, especially for lifestyle, homes and health sections.

Sources: APAMCo – Publishers Audience Measurement Company (UK) / Kantar TGI – Target Group Index (UK) / YouGov Profiles (UK) / ABC – Audit Bureau of Circulation (UK) / DMG Media – Commercial Audience Reports & Media Packs (The Mail on Sunday, YOU Magazine)