More than one million added to Guardian Australia’s audience as DCR implements Google AMP data

Guardian Australia’s unique audience number grew by more than one million – or 39% – with the help of Google Accelerated Media Pages (AMP) data, which is now being tracked by Nielsen’s Digital Content Ratings.

Nielsen’s July figures show substantial growth for, The Daily Telegraph and The Australian, as a result.


The Guardian’s audience climbed by more than one million

Now in its third 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.

This month reported a unique audience of 9.318m, up from last month’s 9.084m. The Daily Telegraph’s unique audience came in at 2.841m, up from June’s 2.574m – a 10% increase. The Australian’s unique audience increased by more than 700,000, coming in at 2.232m. The results are for the first to include a full month of Google AMP data for the publishers.

The Guardian Australia, which also endured its first full month with Google AMP data, rose from 2.982m to 4.148m, but still sits behind The Daily Mail’s 5.060m.’s audience also grew substantially from last month, with a unique audience of 8.768m, up 8% from June’s 8.153m.

Outside of the news websites, BuzzFeed Australia finished July with a unique audience of 3.120m, ahead of youth publisher rivals Vice, with 1.139m, Pedestrian TV, at 1.025m, and Junkee’s 869,469. Mamamia’s unique audience sits at 2.206m.

The new DCR service replaces the Digital Ratings Monthly survey system, which promised better measurement of mobile audiences and websites after publishers had expressed disquiet over the methodology. The dispute caused Fairfax to pull out of the system, and BBC News has also since withdrawn. The new methodology measures those publishers which choose to put in a tag on their various platforms.


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