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.
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.)
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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good work, congrats Mumbrella!
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This story reminds me of when Wayne Rooney scored against Man City and then gave a Jesus Christ pose. Mumbrella is a good site – no doubt about it – but I don’t think Mel Gibson is going to make a movie about it any time soon.
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More jobs = more browsers.
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Hi Blurb,
You’re right – about half a million page impressions over the last three years have come from the jobs section.
Cheers,
Tim – Mumbrella
Imagine how your audience will go up if you include the birthdays of the entire media industry….
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Congrats on a fine set of mumbers
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Congrats Mumbrella. Just looking at http://www.takethislollipop.com and how it got 7million hits in a fortnight. Great clip firstly. But the elephant in the room for me is the way that this clip grabs pertinent content and customises it for the viewer. As Smart TV’s start to populate the living rooms of the populous, does this mean that we will be able to use this technology to specifically reach consumers with content inside programmes?? So for instance you could do a deal with say the 7pm project to have Mumbrella logo’s appear in the show only on TV’s Viewed by ad execs?
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@ R. Mugobme – Before Mumbo has a logo to appear on the 7pm Project, maybe Mumbo will hire a designer to redesign his logo. C’mon Mumbo. If Moleskin can crowdsource…???
@ Patrick – Not JC. Not Mel Gibson. More Ricky Gervais (Tim) & Stephen Merchant (Robin), perhaps?
@ Mumbo – congratulations on all the success. First, you take Australia, then you’ll take America, right?
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Contracts guys, awesome effort and an awesome website. There are so many other industries that could do with a similar site. I’m barely in the advertising game and I still get a good read out of Mumbrella! Cheers.
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Tim – I tried to contact you the other day to let you know I’m getting slot of “500 INFRRNAL SERVER ERROR” messages lately. They seem to happen just after the newsletter gets sent.
Too much traffic perhaps?
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Nice work Mumbrella crew!
Was October big because of the Coke article, or are there obvious other reasons for the high traffic?
p.s. surely Coke will send you a bottle with Mumbrella on it..? 😉
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Hitwise, I believe. Alexa, I do not believe.
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Well done Mumbrella . The reason is that your have new content all the time, its interesting and people return. Simple really.
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