CarAdvice pulls out of AMAA web audit

CarAdvice is the latest web player to pull out of the AMAA’s digital traffic measurement service, following the company being acquired by Nine last month.


The site is the third to pull out of the web audit in recent months, with Pedestrian.TV, which Nine has a stake in, exiting in July and Bauer Media’s Australian Women’s Weekly withdrawing last month.

Andrew Beecher, managing director and CEO at CarAdvice, told Mumbrella: “We have always been highly supportive of the AMAA and its stated aims of supporting specialist digital publishers, such as CarAdvice, in the measurement space.

“However, our support was always contingent on being able to benchmark ourselves against our competitors within their measurement data set, and unfortunately we have not seen enough growth in the AMAA’s subscriber base to justify the continued spend commitment.

“The entire goal of audience measurement is to provide a verified figure to help both our customers and our own marketing team make key decisions and without broad-based participation in their market we found ourselves the standalone automotive player in the AMAA figures.”

Pedestrian.TV pulled out of the web measurement service for similar reasons, telling Mumbrella the AMAA wasn’t “living up to its goals due to a lack of market participation”.

Founder Chris Wirasinha said the decision to withdraw was driven by the fact that “only a handful” of Pedestrian’s competitors were members, adding: “While it was nice to consistently be the number one ranking site in regards to visitation that the AMAA audited, it didn’t really give us a complete picture of the market”.

CarAdvice uses the IAB-backed Nielsen website measurement service.

Meanwhile, Mumbrella continued to deliver the highest engagement among the media and marketing trade press in September with 828,266 page impressions, according to the latest figures from the Audited Media Association of Australia.

Campaign Brief re-claimed second place – after B&T pushed it into third place in August – with 310,465 page impressions compared with B&T’s 291,838 page impressions.

The other main 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.

The figures revealed Mumbrella posted 11,758 average daily unique browsers during September, B&T reported 4,402 average daily UBs, and Campaign Brief posted 4,208.


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