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The Guardian re-enters the top 10 Australian news websites

NielsenUK newspaper The Guardian has re-entered the top 10 Australian news websites, amid an overall fall in online traffic last month after September’s election driven peak. 

The Guardian was ranked ninth in the October Nielsen Online Ratings with an audience of 1.19m down from 1.214m the month before.

This is only the second time The Guardian has ranked in the top 10, the last time was in May around the time of its launch,  and came after falls in online audience for The Australian (1.16m) and Bigpond (1.05m) last month. 

News.com.au has again retained its placing top of the Nielsen Online Rankings, which measure the unique audience of the major news websites.

The News Corp Australia website has consistently held the top billing in unique audience since first taking out the spot in May.

Otherwise the overall rankings remained largely the same as September with only Yahoo!7 and the ABC swapping fourth and fifth place.

Since launching an Australian operation around the middle of the The Guardian has had an audience, according to Nielsen, of between 1 million and 1.3 million.

The Guardian’s figure include not only their Australian website but all Australian traffic to its pages.

Last week the Guardian’s global CEO Andrew Miller told Encore that the Australian operation had “exceeded expectations” but that Nielsen’s Online Ratings did not reflect the growth being shown in their internal numbers.

Miller also argued there was a “disconnect” between their internal metrics and the official Nielsen Online Ratings metric.

“[Our numbers] are not coming through in Nielsen and it has been very interesting for me to come here and understand the audience measure statistics in Australia,” he said.

“We are very comfortable using (rival metric) Comscore at home and in the United States but there is a disconnect between what we see as the audience and the official measurement.”

Monique Perry, head of media industry group, Australia at Nielsen responded last week by saying they were working with The Guardian to address the difference. Perry said: “The main difference is simply in the methodology, or not comparing like-for-like measurement attributes. This could include comparing AU domestic traffic to The Guardian versus global impressions to the AU site, tagging sites the same way versus tagging at the bottom of the page and differences in URL definitions.”

Nic Christensen 

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