News.com.au cracks 11m unique audience in November
The November Digital Content Ratings (DCR) figures from Nielsen show news.com.au crossed the 11m unique audience (UA) milestone. The publication crossed 10m for the first time earlier in the year.
It’s a 9.76% jump from October when news.com.au hit 10.23m in UA. Editor-in-chief Kate de Brito said the figures are a clear reflection on the success of the publication’s strategy.
“Our coverage of breaking news and the newsroom strategy of news from all angles continues to deliver outstanding results and I’m incredibly proud of the team. They have a unique relationship with our audience and are passionate about serving them the news every day,” said de Brito.
“News.com.au had its biggest day on record in November on Melbourne Cup 2019 with a daily unique audience of 2.66 million, a lot of planning went into making this happen. Our round-the-clock coverage of the devastating Queensland and NSW bushfires with live blogs every day, and the ongoing Prince Andrew scandal all contributed to news.com.au’s audience growth in November.
“2020 is looming as another big year. Our news app continues to perform above our expectations and we’re already preparing for our coverage of the Olympics and the US election.”
Nine.com.au also saw substantial growth across the month, leapfrogging the ABC for the second time this year into second place. Last time the site managed that was February. Nine’s digital platform grew 8.36% to 9.7m UA.
A spike was recorded on the 11th of November with bushfire advice, school closures and weather warnings being reported.
ABC News Websites landed in third place with 9.52m UA, a 3.9% rise from October. It was followed by smh.com.au which rose 9.25% to 8.44m. 7News held onto fifth place with a UA of 8.33m, a 9.08% rise.
In October last year, ahead of 7News.com.au’s launch, then chief digital officer Clive Dickens said the website would be number one within six months. It debuted in fifth place in July off the back of its June figures.
The biggest jump of the month went to Daily Mail Australia, which rose 25.17% to 7.65m UA. The publication also reported a 48% rise year-on-year.
Seventh place went to The Guardian with 5.32m UA. The publisher had its results withheld in October due to tagging issues. Australian Community Media (ACM) drew 4.59m UA, a 12% rise from October, followed by The Age with 4.21m, a 7.4% rise.
Yahoo, which is under-reported due to a tagging issue, held a UA of 3.39m – an 18% rise.
In the smaller publishers, Junkee grew to 1.12m in UA, from 896,914 last month, a rise of 25.27%. Pedestrian Group reported 4.12m, up 12.36% from October when Nielsen reported 3.665m for the publisher. Vice rose 10.9% to 1.24m, and Urban List climbed from 1.64m in October to 1.72m – a rise of 5.11%.
Man of Many jumped a significant 35.7% over the month, hitting 159,916 UA in November from 117,821 in October. It was also a good month for Concrete Playground, which reported its highest ever UA of 1.2m, a 15% jump from last month.
11m uniques reading right wing Murdoch content…..
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Pedestrian (brand) only actually contributing 1.188m to the Pedestrian Group audience.
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the most illuminating stats are are the “time spent” numbers for each publisher
The ABC has the best stats here –the average punter spends 34 minutes a month on ABC sites. That’s an incredibly meagre 1m per day. The site with the worst stats is 7news — here the average punter spends 6minutes/month. Thats 12 seconds/day. The obsession with unique user numbers is ridiculous. Is a user who spends 12 seconds/day – or even 6 minutes/day – really a user? Is an audience that is that disengaged really of any value to an advertiser? wake up people.
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Man of Many… 159k? I mean, well done for sure. Respect to what you are building. But why are they mentioned in this article? Shall we start listing out all blogs now?
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You are on the ball there, not all impressions are equal. Media planners who evaluate their plans based on cost per reach are completely missing the fact that not all reach is equal. You can tell whether they have a brain or not if they just go down to whatever number is cheaper. I’d rather 1M impressions at 20sec exposure than 10M impressions at half a second each (still within the ridiculously low ball viewability standards which is concerning).
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The Junkee team really need to accept that Pedestrian and Allure were merged…
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Do you know if these UA numbers are Australian only?
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You’re tapping into the freakonomics at play here and the big f’n numbers Mark Ritson has spent years talking about as being bs.
Is 1 min per day good? In today’s climate, yes. In fact… it’s outstanding. Amazing. And makes for a great sales deck.
Is it shit if you think about it? Yep.
And it stinks even more the further you look into it.
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Seems odd for Man of Many to get a shout out for having strong blog sized traffic?
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That’s assuming a daily visitor. If you were to take the average sessions per browser, that figure reads more like 4 minutes per session. Much healthier.
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Yeah Mumbrella can u pls explain why Man of Many is getting mentioned?
Just a concerned small publisher wondering if I should be getting in on this.
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Hi there,
Yes. They are, according to Nielsen!
Thanks,
Vivienne – Mumbrella
Hi,
Feel free to send us your numbers/ get on this as well: news@mumbrella.com.au.
Thanks,
Vivienne – Mumbrella
Ok thank you. Just wondering how you choose who is included? There are clearly publishers with higher UA’s than Man of Many that are included, and their growth is nothing exponential.
Good to clear up.
Thanks
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Interesting that all the top 10 sites grew significantly MoM; either the 11th Nov was a very big spike indeed or there is something else going on with DCR.
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Someone’s a little salty.
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It’s been about 4-5 years since last IAB tender for digital audience measurement.
Probably time again when IAB goes into tender mode again
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Seven only care about being number 1 – time spent would mean nothing, most of the old TV folks would hardly know what that means.
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