Mumbrella audience up 37.5% as B&T numbers continue to be plagued by ‘technical’ issues

Mumbrella hit the largest audience in its history during February, new numbers from the Audited Media Association of Australia show.

Mumbrella delivered 939,394 page impressions, topping the site’s previous record set in March 2014 of 915,080 PIs.

B&T’s figures were missing from the audit for a second month running, with the AMAA citing “technical issues” with the website’s tags. The same issue saw B&T’s figures go unreported for January. B&T’s previous number of page impressions was 147,606, in December.

The other main industry title, AdNews, does not submit its figures for audit, but the last time it publicly shared its internal analytics, it claimed 145,956 monthly page impressions.   

Elsewhere in the trade press, Campaign Brief delivered 266,306 impressions last month.

The AAMA data also saw Mumbrella’s average daily unique browsers go to a new high, with a rise of 37.5% to 16,055.

Mumbrella’s previous record number of average daily users was 14,277 in February 2014.

Campaign Brief also saw its average unique daily browsers grow, up 16.5% to 3,802.

Among the wider audited sites, delivered the most page impressions, clocking up 7.628m during February.

Youth-oriented site Pedestrian.TV posted 4.502m page impressions last month; however, the site’s average unique daily browsers declined by 11.5% to 88,175.

Bauer Media’s Australian Women’s Weekly posted 2.132m page impressions for February, with 27,290 average daily unique browsers, up 12.7%.

Sterling Publishing’s The Adviser had 107, 444 page impressions, with average daily unique browsers up 1% to 2,232.

Conexus Financial’s Professional Planner had 65,534 page impressions, while its average daily unique browsers dropped by 2.2% to 1,288.

One of the biggest falls in audience was for Misfits Media’s Travel Weekly, which saw its average daily browsers drop by 27.6% to 1,076.


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