Mumbrella’s online audience hits new high in October as Campaign Brief browsers decline

Mumbrella’s audience has reached a new high, audited Nielsen data for October reveals.

From October 1 to 31, Mumbrella delivered 620,484 page impressions – an increase of 10% on the previous month.

The previous high for Mumbrella came in August when it delivered 601,587 page impressions.

Mumbrella is now delivering around twice as many page impressions and daily unique browsers as fellow audited online trade industry title, Campaign Brief which delivered 268,936 page impressions, a drop of 2.2%.

Mumbrella delivered an average of 8,458 daily Australian UBs to Campaign Brief’s 4,194 according to Nielsen Market Intelligence.

The only other ABA-audited site is Best Ads On TV which had just 1,300 daily UBs.

Although AdNews, B&T and Marketing Magazine decline to be online audited, the last time that a publisher’s statement was publicly available AdNews was claiming just under 150,000 page views and B&T 225,000, although both of those would have included international as well as Australian traffic.

Mumbrella’s high number in October appeared to be partly driven by three stories in particular pulling in big audiences.

A story about Coca Cola allowing customers to personalise bottles with their names drew a large number of consumer comments, while a short item about a viral video pulled in more than 82,237 page views, becoming the most viewed article on Mumbrella of all time. And our coverage of Mortein’s so-called death of Louie The Fly also draw a high level of traffic.

Since Mumbrella launched nearly three years ago, it has now delivered just over 13.5m page impressions.


Source: Mumbrella/ Google Analytics

Among the comparative traffic analysis sites available, the free service Alexa also suggests that Mumbrella remains the trade site with the highest reach, followed by AdNews and B&T vying for second place, and Campaign Brief some way back in fourth. Marketing Magazine’s traffic was too small to show up on the chart.

alexa reach october 2011

Source: Alexa

According to Hitwise, Mumbrella leads the way for market share, followed by B&T and Campaign Brief, with AdNews below them and Marketing Magazine with a negligible online audience.


The Audit Bureaux of Australia’s web audit fees start from just $95 per month. However, several sites decline to be audited.

(Particularly at lunchtimes, the recent growth in traffic had occasionally left Mumbrella’s server struggling to keep up during peak traffic. A move to a new host is due to take place in the next few days.)


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