NineMSN posts 20% drop as SMH stays top of Nielsen online news rankings

Hal Crawford

Hal Crawford

NineMSN has called into question the Nielsen digital news rankings as “a meaningful measure of size” as the latest rankings reveal the website’s unique audience (UA) dropped by almost 700,000 last month.

The 20 per cent drop was predicted by the company for October after former partner Microsoft diverted its logout traffic from various services from NineMSN to its new MSN portal. Last month it had a UA of 2.464m, down from 3.129m in September, seeing it drop to fourth behind ABC News.

In a statement this morning NineMSN’s editor and publisher Hal Crawford said: “Unlike our competitors, NineMSN’s biggest news property – the homepage – is not included in the Nielsen news number. That undermines the news category as a meaningful measure of size.

“Ninemsn serves a big audience with news and entertainment content – a bigger audience than or”

At the top of the tree held the top spot for a third straight month with 3.824m UA, ahead of’s 3.734m and ABC News’ 2.697m.

The Daily Mail Australia dropped audience on September but held onto fifth with 2.4443m, while The Guardian continued to build moving above The Age with 2.085m, its biggest audience since launch, whilst Yahoo!7 News also had a leap in traffic to beat Fairfax’s Melbourne masthead with 2.024m.

The Age itself dropped from 2.082m last month to 1.983m, while city rival The Herald Sun picked up readers with a UA of 1.895m.

The BBC held tenth spot boosting its audience marginally after announcing it was beefing up its Australian operations last month. The Daily telegraph was just outside the top ten with a UA of 1.626m, ahead of the Courier Mail which had 1.5m.

Meanwhile The Huffington Post, which is slated to enter the Australian market officially next year amid talks with potential partners, was the 13th most read news site in the country with a UA of 1.391m, ahead of The Australian with 1.197m.

Source: Nielsen Online ratings

Source: Nielsen Online ratings


Alex Hayes


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