Mumbrella records 37% audience jump as B&T’s numbers pulled due to ‘technical’ issues

campaign briefMumbrella widened its audience lead over rival trade press titles in January, new numbers from the Audited Media Association of Australia show.

Mumbrella delivered 853,670 page impressions – more than four times the number for Campaign Brief, which delivered 208,196.

However, B&T’s numbers were pulled out of the audit, having been entered for the first time in December, with the Audited Media Association of Australia citing technical issues with the website’s tags. In December the Misfits Media-owned title recorded 147,606 page impressions.

The other industry title, AdNews, does not submit its figures for audit, but the last time it publicly shared its internal analytics, it claimed 145,956 monthly page impressions.

Meanwhile, the AMAA data also showed a big jump in Mumbrella’s average daily browsers, with a rise of 37.51% to 14,133, the title’s second largest in the last two years. This was almost five times the daily UBs of Campaign Brief, which averaged 2,925.

In the total number of minutes spent on site by all readers, Mumbrella delivered 66.414m seconds, or the equivalent of 768 days, 16 hours and 20 minutes.

Among the wider audited sites, delivered the most page impressions, clocking up 7.7m during January. This was followed by Bauer Media’s Australian Women’s Weekly, with 2.2m PIs.

Youth-oriented site Pedestrian.TV saw a sharp fall in unique browsers to 98,406, 11.53% down, but was still second on the list – delivering 5.28m page impressions.

One of the biggest falls in audience was for Misfits Media’s Travel Weekly, which saw its average daily browsers drop by 27.57% to 775.

Details of how websites can subscribe to the AMAA audit are available here.


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