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.
News.com.au cracked 11m UA in November
11m uniques reading right wing Murdoch content…..
Pedestrian (brand) only actually contributing 1.188m to the Pedestrian Group audience.
The Junkee team really need to accept that Pedestrian and Allure were merged…
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.
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).
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.
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.
Seven only care about being number 1 – time spent would mean nothing, most of the old TV folks would hardly know what that means.
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?
Someone’s a little salty.
Do you know if these UA numbers are Australian only?
Hi there,
Yes. They are, according to Nielsen!
Thanks,
Vivienne – Mumbrella
Seems odd for Man of Many to get a shout out for having strong blog sized traffic?
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.
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
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.
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