Daily Mail sees reversal of fortunes in February Digital Content Ratings
Daily Mail Australia suffered a 15% slump in online traffic over February, reversing the previous two month’s gains reported in Nielsen’s Digital Content Ratings.
However the Daily Mail was not alone in seeing a decline over February, with most of Australia’s major news websites seeing traffic declines over the previous month.
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Of the major sites, nine.com.au remained static with 8.488m, while Australia’s most popular news site, news.com.au, had a 3% fall to 9.966m. The ABC declined 2% to 8.306m.
News’ Daily Telegraph made a reappearance in the nation’s top ten media sites, with the Sydney tabloid picking up 16% over the past two months to 2.653m.
The former Fairfax sites, now owned by Nine, all slumped in January with the SMH falling 12% since January, The Age 11% and Fairfax’s digital regional network falling 7%.
Yahoo! had a 3% fall while The Guardian fell 8%, drops that kept both sites ahead of January’s traffic when comparing the different months’ lengths.
Of the smaller sites, Junkee saw a jump of 21% to 938,212 and Vice 28% to 1.297m. Pedestrian saw an 18% rise to 1.087m, while Buzzfeed continued last month’s fall with another 3% decline to 2.658m. Vice recorded 1.297m, up 7.1% on the previous survey.
‘Of the smaller sites, Junkee saw a jump of 21% to 938,212 and Vice 28% to 1.297m. Pedestrian saw an 18% rise to 1.087m, while Buzzfeed continued last month’s fall with another 3% decline to 2.658m. Pedestrian’s traffic was down 1.4% to 1.086m’.
Pedestrian mentioned twice?
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Hi Researcher, I’ve fixed that error. Thanks for picking it up.
Regards,
Paul Wallbank
A short drop in overall audience is normal in a shorter month.
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I’ve read and re-read the article and the data.
Nowhere can I see traffic data. There is Unique Audience, Average Time Spent and Sessions per Person, but no Traffic.
Nevermind, traffic is a pretty meaningless number and easily gamed. It would be a bit like counting everytime someone clicks their TV remote control as being viewing, or every time they turned a page in a newspaper or magazine as being a new reader.
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Traffic isn’t included by design. It’s too easy to game and with continuous scroll sites it’s even more meaningless.
Unfortunately the methodology for the “time spent” metric is bogus too, but you won’t hear Nielsen or the IAB talking about that.
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