Mumbrella traffic jumps by 20% in August while Campaign Brief recovers from July low

August saw Mumbrella deliver its third highest average daily audience in its history, according to newly released data from the Audited Media Association of Australia.

According to the independently audited numbers, Mumbrella averaged 14,367 daily unique browsers – up 20.9% on the previous month.

The number is nearly three times that of Mumbrella’s nearest audited trade press rival B&T, which reached an average of 5,872 daily UBs.

And it was almost five times that of the third audited trade press title, Campaign Brief, which was 3,032. However, this also represented something of a recovery for Campaign Brief, whose average UBs had crashed by 35% in July to 2,149 – the lowest since the title began auditing in 2010.

Mumbrella also dominated the media and marketing trade press for number of page impressions delivered – clocking up 850,842 – the best since January’s “Jacketgate” story which helped deliver Mumbrella its biggest traffic of 2017.

B&T had around half that number of page impressions, delivering 433,176. Campaign Brief had 209,156.

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.

The AMAA numbers:

Since Mumbrella joined the audit in 2009, it has topped the numbers among the trade press every single month.

Elsewhere on the AMAA web measurement service, Hot Tomato Broadcasting Company’s had the highest number of daily UBs, recording 59,738 in August. The site also topped the list for page impressions, delivering 2.7m.

Grazia, now published by independent media house Grace Publishing, reached an average of 6,208 UBs, up 37.9% for the month.

Star Observer, which has been writing extensively about the marriage equality plebiscite, saw a big jump in its UBs, up by 142% to 6,812.


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