One of the UK’s Most Read and Trusted Sunday Titles

Fans describe it as: “Stands up for ordinary people”, “In touch with ordinary people”, “Informative” and “Helps me keep in touch”.

Type	Weekly Newspaper
Format	Tabloid
Founded	1964
Ownership	News UK, a News Corp company
Editor	Victoria Newton
Political Alignment	Right-wing
Readership	Mon-Sat 2,254,167 Average Daily Print Saturday 2,622,000 Print
Circulation	Mon-Sat 1,357,613 Print
Cover Price	Mon-Fri 55p, Sat 75p
Website	https://www.thesun.co.uk/

2.2

million average print readership

33%

are ABC1 readers

43

minutes average reading time

45%

Age 35-64

Affluence & Income

The Sunday Mirror reaches a broad, mid-market UK audience with strong C1 and C2 representation.
Readers have solid, stable household incomes with strong weekly spending across retail, home, food, family products and entertainment.
A high proportion of households own their homes or are long-term renters in suburban and regional areas across the UK.

Professional Influence

The audience includes skilled tradespeople, office staff, service workers, managers, public sector employees and self-employed individuals.
Readers typically act as the primary decision-makers for household purchases, utilities, insurance and everyday consumer products.
Strong presence of family-focused 25–54s with influence over weekly and monthly spending choices.

Finance & Investment

Sunday Mirror readers are highly engaged in cost-conscious money management, practical financial products and switching behaviour.
They frequently compare insurance, utilities, broadband and mobile providers — making them strong prospects for direct-response campaigns.
Strong interest in savings, budgeting advice, pensions and accessible financial services.

Home & Property

A large proportion of readers are homeowners, often in suburban or semi-rural areas with gardens and multi-car households.
High engagement with DIY, home improvement, repairs, trades, gardening and household maintenance.
Strong interest in home services, appliances, furniture and lifestyle upgrades.

Health & Wellbeing

The Sunday Mirror audience is highly engaged with health, wellbeing, nutrition and family care content.
They over-index for purchasing vitamins, supplements, mobility aids, health products and everyday wellbeing solutions.
Readers are proactive about managing long-term conditions, fitness, lifestyle changes and family health.

Lifestyle & Culture

Readers show strong engagement with UK travel, day trips, leisure, hobbies, motoring and entertainment.
High demand for value-led holidays, package breaks, cruises and family activities.
Strong interest in food, recipes, pets, competitions, consumer advice and seasonal lifestyle content.

Technology & Consumer Behaviour

Sunday Mirror readers are practical, research-driven consumers who respond well to offers, deals, vouchers and competitions.
They actively use smartphones, streaming services and social platforms for everyday entertainment.
Strong interest in home tech, practical gadgets, energy-saving products and value-focused electronics.

Media Habits

The Sunday Mirror maintains a loyal weekly print readership with strong habitual Sunday engagement.
High dwell time on lifestyle, health, money and consumer-focused content.
The Mirror’s digital platforms extend reach across mobile, desktop and social — especially for news, sport, money and lifestyle.
Multi-platform consumption is strong among working families and regional audiences.

Sources: PAMCo – Publishers Audience Measurement Company (UK) / Kantar TGI – Target Group Index (UK) / YouGov Profiles (UK) / ABC – Audit Bureau of Circulation (UK) / Reach PLC – Commercial Audience Reports & Media Packs (Sunday Mirror UK)