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One of the UK’s Most Influential Leading Daily Newspapers

Fans describe it as: “Intelligent”, “Interesting”, “Informative”, “Well written” and “Great for politics”.

Type
Daily Newspaper
Format
Tabloid
Founded
1821
Ownership
Guardian Media Group
Editor
Katharine Viner
Political Alignment
Centre-left
Readership

867,492 average weekend readership

Circulation

Mon-Fri 88,779 Print, average per issue

Saturday 228,038 , average per issue

Cover Price
Mon-Fri £2.20, Sat £3.20
Subscribers
56,355 paid subscriptions
Website
https://www.theguardian.com/uk

867k

Average weekend readership

86%

are ABC1 readers

28k

Average annual income

54

Average age
Affluence & Income
  • Guardian readers have a strong AB social grade weighting, with a high proportion of university-educated professionals.
  • Households typically earn above the UK average, with strong representation in £50k+ income brackets.
  • Guardian readers demonstrate high discretionary spending power across lifestyle, travel and culture.
Professional Influence
  • A significant share of readers hold professional, managerial and specialist roles — especially in education, public sector, media, creative industries and technology.
  • Readers index strongly for influence within charitable, academic and cultural organisations.
  • Younger professionals (25–44) are particularly well represented, especially on digital platforms.
Finance & Investment
  • Guardian readers are more likely to hold ethical or socially responsible investment products.
  • They index above average for pension contributions, ISAs and long-term savings.
  • A high proportion actively research financial information and follow economic news regularly.
Home & Property
  • Guardian households are more likely than the national average to live in urban, high-value areas — especially London and major UK cities.
  • Strong interest in interiors, modern design, home improvements and sustainable living.
  • They over-index for renting or owning property in areas with higher-than-average house prices.
Health & Wellbeing
  • Readers are highly engaged in physical activity, including gym membership, cycling, running and wellness programmes.
  • Strong focus on preventive health, nutrition and mental wellbeing.
  • Guardian readers are more likely to purchase organic, sustainable and health-focused products.
Lifestyle & Culture
  • The Guardian has one of the most culturally engaged audiences of any UK newsbrand.
  • Readers over-index for theatre, film, arts, festivals, live events and creative hobbies.
  • High spend on travel, cultural tourism, dining and experiences.
  • Readers are more likely to support independent retailers, ethical brands and sustainable products.
Technology & Consumer Behaviour
  • Guardian readers strongly over-index for early adoption of new technology and digital services.
  • They are among the UK’s most active users of streaming media, digital subscriptions and online learning.
  • They research purchases thoroughly and show strong loyalty to trusted and mission-led brands.
Media Habits
  • The Guardian has one of the highest digital reaches among UK quality newsbrands.
  • Strong engagement with apps, mobile browsing and long-form journalism.
  • High dwell time on lifestyle, culture, environment and opinion content.
  • Weekend editions attract a culturally engaged ABC1 readership.

Sources: PAMCo – Publishers Audience Measurement Company (UK) / Kantar TGI – Target Group Index (UK) / YouGov Profiles (UK) / ABC – Audit Bureau of Circulation (UK) / Guardian News & Media – Advertiser Audience Reports & Commercial Insights