Nine’s 9Honey overtakes News’ Whimn in Nielsen’s Digital Content Ratings

Nine’s women’s lifestyle platform has overtaken News’ Whimn site in last month’s Digital Content Ratings.

Over the six months since August last year, 9Honey’s audience has grown by 52%, taking the site’s traffic from 2.5m to 3.8m. News’ Whimn has seen 5.7% growth to 3.7m.

Nines’s McCabe said 9Honey had achieved its aim of being number one in the market with the latest Nielsen Digital Content ratings

Over February, Nielsen claimed 9Honey picked up 22% in unique audience while Whimn fell 6% and’s lifestyle section fell 2%. Bauer’s Now To Love picked up 50% and News Idea picked up 28%.

In February, Whimn appointed Melissa Snedden as editor with launch editor Felicity Harley, becoming editor-at-large of News DNA’s With Her in Mind Network on her return from maternity leave.

Nine’s digital content director, Helen McCabe lauded her team in an email to staff, saying: “As you know we launched in November 2016 which means in just two and half years we have achieved our goal of being #1 in market.”

“I am pleased to announce 9Honey is the #1 lifestyle brand according to the official Nielsen results released today,” wrote McCabe in her email.

“This is partly because we had a clear strategy from the beginning and we have not deviated from it.

“It was about appealing to the millions of women who watch Nine TV shows. The mums who are getting the kids out the door in the morning and who stop to scroll for a break on the train or in coffee line.”

In response to Nine’s celebrations, a News Corp Australia spokesperson told Mumbrella: “With Her in Mind Network (WHIMN) has had a consistent audience since the network launched in August 2017, leading the women’s lifestyle category for 17 months.

“WHIMN had an audience of 3.74 million in February which is the network’s third highest month on record. WHIMN continues to lead the category in female audience with 71% being women. We’re extremely proud of what we’ve achieved and excited about what we have coming up.”

In her mail, McCabe acknowledged Married At First Sight had been one of the drivers of 9Honey’s traffic but pointed out other content had also been successful.

“If you watch the Honey spin-offs such as Talking Married on 9Life, our Honey Mums podcast with Deb Knight and Amber Sherlock’s daily chat segments in the afternoon news,” wrote McCabe. “This is where we have successfully leveraged our unique advantage.”

Since its launch in July last year, Nielsen’s Digital Content ratings have attracted criticism as the measurement company has revised its methodology.

At the beginning of this month, Mammamia, one of 9Honey’s competitors, dropped out of DCR with CEO Jason Lavigne complaining Nielsen’s measure was ‘incomplete’.


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