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B&T publishes online numbers for first time, leaving AdNews as lone audit holdout

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Communications industry title B&T has become the third publication in the sector to have its online audience audited, leaving AdNews as the only major masthead not to be independently verified.

According to today’s data from the Audited Media Association of Australia, B&T delivered 147,606 page impressions during December, just behind creative agency title Campaign Brief which had 184,284 page impressions.

Mumbrella led the market with 640,019 page impressions.

On the only known occasion that AdNews has publicly shared a screenshot of its internal Google Analytics, in 2010, it had 145,956 page impressions, although this would have included overseas and search crawler traffic which the audited numbers exclude.

In the new numbers, Mumbrella also led the market on average daily unique browsers, which was 10,278. This was followed by B&T, published by The Misfits Media Company, on 2,644 and Campaign Brief on 2,511.

On total sessions for the month, B&T was on 91,214, Campaign Brief 102,303 and Mumbrella 375,129.

Mumbrella was in the first wave of titles to be audited when the Audit Bureaux of Australia began to offer the online service in 2009. Campaign Brief followed in 2010, while B&T joined late last year.

As well as AdNews, smaller online titles such as Marketing Mag and CMO also do not audit.

In the wider market, the latest AMAA numbers showed that of all audited titles, Caradvice.com.au delivered the most page impressions for December, with 8,059,369 for the month.

This was followed by Pedestrian.tv with 5,869,389 impressions.

Australian Womens Weekly, the only major consumer female title to be audited, delivered 2,074,390 page impressions.

B&T’s sister title Travel Weekly also joined, with an average of 1,070 daily unique browsers in December and 97,553 monthly page impressions.

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