Daily Mail Australia sees Digital Content Ratings jump after Google AMP implementation

Daily Mail Australia’s unique audience has grown by 14% for the month of August, following the site incorporating Google Accelerated Media Pages (AMP) data into Nielsen’s Digital Content Ratings.

According to this month’s Digital Content Ratings, the Daily Mail Australia’s audience now sits 5.769m.

Daily Mail Australia’s Peter Holder says Nielsen’s numbers reflect the site’s growing reach

Peter Holder, managing director of Daily Mail Australia, said he was “rapt” with the numbers.

“While  month-to-month volatility must be considered the new norm, particularly if you push your content onto 3rd party platforms known for mysterious algorithmic changes, DCR is nevertheless reflecting the expanding reach of our content,” Holder said.

It was a strong month for the publisher, which has a larger audience than The Guardian’s 4.258m (3% increase). The Guardian already implements Google AMP data. The only other publisher to swell by more than 10% was APN Australian Regional Media News Network, which climbed by 10% to a unique audience of 2.254m.

APN  Regional Media – News Network is made up of News Corp’s brands including the Northern Star, Central Telegraph, Rural Weekly, The Chronicle and The Satellite. achieved modest growth for the month, up 3% from July to a unique audience of 9.565m. The Daily Telegraph and Herald Sun both boosted their audiences by 1%, to 2.880m and 2.679m respectively.

Both ABC News and suffered declines for the month. Compared to last month, ABC News fell 2% to 8.247m while Nine fell 7% to 8.162m.

The Australian and West Australian remained stagnant, with audiences of 2.231m and 2.156m respectively.

DCR is the Interacting Advertising Bureau’s endorsed metric. Now in its fourth month as the IAB-endorsed currency, Nielsen’s new Digital Content Ratings is based on tagged monthly data, for participating publishers which opt in. Earlier this year, Nielsen began measuring Google AMP traffic, which for some, is now being counted in DCR monthly figures.

Total time spent on websites spiked on August 24 following the Australian Government’s leadership spill and the announcement of Australia’s new Prime Minister, Scott Morrison, according to Nielsen. Overall, 44% more time was spent on that day than the average of that month.

According to DCR, the website with the highest average time spent per person on site is ABC News Sites – at 28 minutes and 58 seconds. Other publishers with time spent per person over 20 minutes include,, The Guardian, Herald Sun and The Australian.

Outside of the news websites, BuzzFeed Australia grew by 18% compared to last month, up to 3.671m. Mamamia and Junkee Media both suffered declines, down 10% and 16% respectively. The average unique audience for the two websites are 1.978m and 731,786. Pedestrian’s audience climbed by 12% to 1.145m and Vice’s audience was stagnant was stagnant, on 1.140m.

Junkee Network are in the process of implementing the Nielsen SDK. Punkee was not included in Junkee Network for August data whilst implementing the SDK.


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