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Statistical processing

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Science, Technology and Culture, Business Statistics
Ditte Trier Duelund
+45 3917 3518

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Newspapers and Magazines

The statistics are based on official, industry-recognized readership measurements for the printed media that Index Denmark/Gallup compiles and where quality assurance is performed by the Index Denmark Methodology Committee . Data is collected by a sample survey that annually includes 25,000 representative respondents aged 12 years and over. Statistics Denmark publish the data compiled by Index Denmark/Gallup in interactive tabular format. For newspapers, trade journals and magazines, Statistics Denmark aggregates the readerships to gross coverage.

Source data

The statistics is based on official, industry-recognized weekly readership measurements for the print media in Denmark, which Index Denmark / Gallup compiles. Statistics Denmark receives special runs for the weekly readership directly from Index Denmark / Gallup, but collects figures for gross coverage, etc. For daily newspapers, trade journals and magazines from Kantar Gallup's website, where readership for individual publications are published annually. Index Denmark / Gallup is a questionnaire survey based on approx. 25,000 annual telephone interviews and 22,000 web-based or postal interviews. The composition of the Index Denmark / Gallup universe aims at a very high degree of representativeness. Before the interviews, Denmark is divided into geographic strata, which corresponds to a proportion of the Danish population. After the interviews, the collected data is weighed on geography, sex, age, eduacation and number of people in the household, so the interviews are representative of the Danish population. Readership generally says something about frequency and coverage, i.e. how often respondents are in contact with the media in question. How much of the individual edition of a printed media that is read, in what context it is read, or how thorough this reading is, is not included in the data.

Frequency of data collection

The official readership from Index Denmark / Gallup is published annually based on collection of reading frequency information. In practice, this means that the frequency-based readership illustrates the average reading for a period of one year.

Data collection

Index Denmark / Gallup is a questionnaire survey based on approx. 25,000 annual telephone interviews and 22,000 web-based or postal interviews.

Data validation

Data is subjected to a quality check, which includes a comparison of new data with previous time series and calculation of control numbers, where these also occur in the reported data in order to prevent clerical errors.

Data compilation

Data has been selected, collected and processed by Index Danmark/ Gallup, see the original sources. Statistics Denmark codes the individual titles by publishing frequency and geographical coverage, as well as by industry / subject by referring to Mediedatabasen/Danske Medier. Then, readership for the individual titles are aggregated (gross coverage) for the different groups.


No further corrections to data are made.