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Intelligent Nation

Far from being a nation that’s dumming down we’re smartening up. With 84% of Brits placing importance on staying informed and knowing what’s going on in the news. This ‘Intelligent Nation’ is not exclusive to the broadsheet/mids market, tabloid audiences have seen an even greater interest in news and current affairs in the last 5 years. This need to be informed shapes how they shop too and interact with brands.

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MODAL BRITAIN

The modern mass market. The middle 50% of the population, that make Britain great.

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