Pedestrian Group reveals first audience figures since Allure merger, with unique audience of 3.5m

For the first time since the merger with Allure Media in 2018 all of Pedestrian Group’s editorial brands have been reflected in one figure with the group reporting a unique audience (UA) of 3.5m for the August Nielsen Digital Content Ratings (DCR).

The figure was obviously a significant jump from last month’s UA of 1.074m which was just the for Pedestrian.TV platform. The 3.5m reflects the entire group portfolio, including Business Insider Australia, Kotaku, Gizmodo, Pop Sugar Australia and Lifehacker.

Pedestrian has finally been able to show its Group audience in the August DCR

In the news category, which doesn’t include Pedestrian as it isn’t tagged as news and current affairs, lost the 10m UA it has held for the past few months, dropping 6.5% to 9.4m. The platform still held onto the top position, with a significant lead over the closest rival – ABC News Websites. ABC dropped 0.3% for a UA of 8.6m. also saw a significant drop in August, falling 6.0% to 7.8m, but the biggest drop of the month went to Daily Mail Australia which fell 11.2% to 3.8m, landing in seventh place, just above Australian Community Media Network, which gained 3.0% for 3.76m.

7News’ third appearance as a solo act in the DCR saw it drop 3.2% from its gain of 10% last month, pulling a UA of 5.8m for fifth place. The Guardian gained 1.0% to 4.5m, and Yahoo jumped 0.4% to 3.4m. dropped 1.4%, and The Age gained 3.4% for 7.7m and 3.6m respectively.

Nielsen Digital Content Ratings August 2019 – Top ten news sites [click to enlarge]

Ten Daily, which only began reporting its figures in April, posted a UA of 1.4m. When it first revealed its figures it was drawing a UA of 716,073.

In the smaller publishers, Urban List gained 1% for a UA of 1.5m, Vice gained 0.1% for 1m, and men’s title Man of Many rose from 95,665 in July to 129,553 in August.

The August DCR figures for Junkee Media were masked due to a tagging issue, but the publisher did report a strong performance for its site Punkee. A Nielsen spokesperson said:”Nielsen is committed to providing independent third-party audience data that meets industry standards. Nielsen Digital Content Ratings has followed this process by holding August 2019 data for Junkee Media Network due to a tagging issue with their site This was resolved on 30 August and September 2019 data will not be impacted.”


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