Everyone’s a winner in new Nielsen online numbers
Fairfax appears to be the biggest local network to benefit from a move by Nielsen to revamp its online audience panel.
The move has seen the data provider make greater efforts to separate its measurement of home and work audiences so the same people are not counted twice. And the updated netView methodology has lifted the audience that Nielsen attributes to most sites, because it says it was underestimating the number of people who get online at work.
The panel size has been increased to 7000 people including 1400 at work.
Using the new system, Australia’s active online audience was estimated at 13.7m in July compared to 11.7m in June.
Of the largest 15 sites looked at by Australians, Facebook has seen a 51% lift in its Nielsen numbers, while Fairfax was up by 49%.
However, the use of unique audience as a key measure – which has been the focus of Nielsen’s PR effrots around today’s relaunch of its panel – will be a subject of debate, with some publishers arguing for a greater emphasis on measuring engagement including time spent on site.
Site July 2009 audience June 2009 audience Increase
| 12,374 | 10,181 | 22% | |
| NineMSN/MSN | 9,718 | 7,678 | 27% |
| Microsoft | 8,348 | 6,611 | 26% |
| 7,753 | 5,150 | 51% | |
| Yahoo!7 | 6,851 | 4,857 | 41% |
| YouTube | 5,798 | 4,341 | 34% |
| eBay | 5,750 | 4,317 | 33% |
| News Digital Media | 5,597 | 4,186 | 34% |
| Telstra BigPond | 5,402 | 3,759 | 44% |
| Wikipedia | 5,320 | 3,635 | 46% |
| Fairfax Digital Media Network | 5,317 | 3,577 | 49% |
| Apple | 5,183 | 3,919 | 32% |
| Sensis | 4,029 | 2,852 | 41% |
| Fox Interactive Media | 3,500 | 2,507 | 40% |
| ABC Online Network | 3,237 | 2,180 | 48% |
| Blogger | 3,172 | 1,771 | 79% |
| Department of Treasury | 3,027 | 1,091 | 177% |
| Department of Environment, Water, Heritage and the Arts | 2,834 | 2,279 | 24% |
| Commonwealth Bank | 2,820 | 1,907 | 48% |
| Ask Search Network | 2,716 | 2,197 | 24% |
| Mozilla | 2,655 | 996 | 167% |
| Telstra | 2,349 | 1,709 | 37% |
| PayPal | 2,343 | 1,241 | 89% |
| About.com | 2,315 | 1,471 | 57% |
| ANZ | 2,287 | 1,412 | 62% |
| Westpac Banking | 2,204 | 992 | 122% |
| AOL Media Network | 2,201 | 1,812 | 21% |
| Qantas | 2,191 | 1,352 | 62% |
| Amazon | 2,106 | 1,414 | 49% |
| IMDb – Internet Movie Database | 2,094 | 1,286 | 63% |
| realestate.com.au | 2,031 | 1,351 | 50% |
| Skype | 2,011 | 1,208 | 66% |
| Glam Media | 1,919 | 1,149 | 67% |
| vic.gov.au | 1,915 | 1,151 | 66% |
| Adobe | 1,900 | 1,263 | 50% |
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A Nielsen metric revamp, again?
Must be that time of the week again.
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Interestingly re facebook Google ad planner reports 8.1M monthly visitors
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Interesting data
if anyone is interested, I covered the same issue this morning on my blog – http://talkingdigital.wordpres.....e-chuffed/
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And Ben’s being too modest – he also wrote a good piece on the engagement metric a few days ago: http://talkingdigital.wordpres.....-engaging/
Cheers,
Tim – Mumbrella
Just went to the Melbourne preso. It was a good, clear wrap up from the Nielsen guys, Fish and Kez.
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oops that was me above.
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everyone’s a winner
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