Fairfax Media’s SMH returns to digital content rankings with unique audience of 7.386m

Fairfax Media’s The Sydney Morning Herald and The Age had unique audiences of 7.386m and 2.885m for the month of October, according to Nielsen’s latest Digital Content Ratings.

The results come a month after Fairfax Media resumed its commercial relationship with the IAB-endorsed measurement solution.

SMH relaunched its website earlier this year

Fairfax Media’s metro division stopped tagging its platforms in March, due to disagreements over methodology, which included an inability to tag Google Accelerated Media Pages (AMP) data, and inaccurately measuring HTTPS browser sessions. Seven months later, Nielsen confirmed that from October 3, Fairfax Media would re-commence tagging its mastheads.

Prior to pulling from Nielsen, The Sydney Morning Herald’s reported digital ratings monthly (DRM) figure was 3.913m, while The Age’s was 2.042m.

Digital Ratings Monthly, which was the previously endorsed metric, did not use tagging to calculate unique audience. The latest figures are calculated based on tagging on and off platform.

Fairfax Media’s digital regional network appeared in the top 10 news sites for the October period, at 3.256m.

From a unique audience perspective, remains the largest publisher, growing by 4% to 9.806m, up from last month’s 9.435m. and Daily Mail Australia also saw modest month-on-month growth, both up 2% to audiences of 8.492m and 6.152m respectively. Yahoo7 remained relatively stagnant, on an audience of 4.321m.

The biggest growth of the month came from The Guardian, up 10% from 3.8m to 4.22m. Nielsen said it is necessary to consider rankings and audiences may have increased or decreased due to measurement coverage changes, versus organic audience behaviour in the reporting period.

The Daily Telegraph remained in the top 10, with a unique audience of 2.857m.

Meanwhile, Buzzfeed Network, Pedestrian and Junkee Network also saw dips across the month. Buzzfeed Network was down month on month by 3% to a unique audience of 3.176m, while Pedestrian fell 5% to a unique audience of 1.043m. Junkee Network’s audience slipped 8% to 803,325. Mamamia’s unique audience was held back this month, due to a client tagging issue.

Vice Media Network finished with a unique audience of 1.089m.


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