Bushfires drive news audiences
The Victorian bushfire emergency saw strong growth in news audiences with Sky News almost quadrupling its weekend share, NineMSN today on course for its biggest audience of all time and a jump in online browsers on news.com.au approaching 30%.
Andrew Hunter, Nine MSN’s head of news, sport and finance, told Mumbrella that publ;ic interest was “unprecedented”. He said: “We have seen a 400% increase in page views and a 200% increase in unique browsers today alone. Our highest traffic is to pictures of the devastated areas, including images captured and submitted by people in the fire zone as well as video updates from our Nine TV crews at the scene.”.
Jeff Brown, Sky News’ manager of business development and ad sales, told Mumbrella that the station was the number one pay TV channel over the weekend with a share of 5.5% – nearly four times its usual amount. He said: “Our audience was up there with the start of the Iraq war. It was all hands on deck.”
A spokesman for News Ltd’s news.com.au said that the site saw an average of 370,000 unique browsers over the weekend – 27% up on last month’s average weekend traffic of 290,000. The most-read story on the site was this one.
The news site’s mobile platform also saw a significant jump, with a 22% increase in unique browsers from a weekend average of 9,250 to 11,300. Meanwhile, iPhone traffic leapt by 36%.
As Mumbrella reported earlier, news and current affairs programmes on TV also saw big ratings yesterday.
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