Readership figures for the Irish editions of six British newspapers are to be included in the twice annual findings of the Joint National Readership Research (JNRR) survey, it was announced yesterday.
The move by the JNRR, which has previously refused to incorporate British titles in its data, is seen as a victory for News International - owner of three of the newspapers - which had reported the organisation to the Competition Authority.
Advertisers have also welcomed the decision, saying it would allow them target specific markets with greater accuracy.
From next year the JNRR will measure the readership figures for the Sunday Times, the Sun, the News of the World, the Mirror, the Sunday Mirror and the People.
The Competition Authority welcomed the announcement, saying the JNRR had been in breach of competition law. It said the inclusion of British newspapers would enhance competition in the Irish advertising market and offer greater choice to consumers
Dr Paul Gorecki, director of the authority's monopolies division, said: "The outcome is consistent with the authority's aim of making markets work well for consumers and implementing the Competition Act using the most effective means available."
A spokesman for the JNRR described the decision as inevitable, given the growing presence of British titles here.
"It was a matter of when rather than if. These papers have substantial Irish editorial comment and attract considerable advertising spend, so it was deemed that the time was right. "The intervention of the Competition Authority may have brought the matter to a head but it was coming anyway."
Opinion has always been divided within the JNRR on this issue but, given the heavy Irish content of these six titles, it was felt that the time had come to bring them on board.
Mr James Cass, the president of the Association of Advertisers in Ireland, said his members would benefit enormously.
"We have been pressing for this for many years. It will allow us to target markets with much greater efficiency."
The Sunday Times, the Sun and the News of the World each sell more than 100,000 copies per edition, according to the latest audited circulation figures.
A spokeswoman for News International, owner of the three titles, welcomed the decision.
The JNRR samples readership over a 12-month period and issues figures on a twice annual basis. It has delayed publishing its next findings until next September to allow it accurately assess the readership of the six UK titles.
The survey is funded and run jointly by the National Newspapers of Ireland, the leading magazines, the Association of Advertisers in Ireland and the Institute of Advertising Practitioners in Ireland.
