Pedestrian increases traffic by almost 50%, according to Nielsen’s May DCR

Youth publisher Pedestrian has increased its traffic by 43% in the latest Nielsen Digital Content Ratings. The figures for May 2019 show the outlet with 1.1m unique views.

The latest figures don’t currently include the Allure network, even though it was decided last year that Pedestrian Group would absorb Allure after the Nine/Fairfax merger.

Overall the results showed a good month for most outlets, likely boosted by interest during the election and by poor results in April. The Guardian saw a 24% increase to land on 5.4m and ABC jumped 17% to 10.2m.

The results also showed that on May 18, the day of the federal election, there was a 78% increase of total time spent by Australians accessing news entities compared to the previous four Saturdays.

Nielsen’s DCR May 2019 (click to enlarge)

News.com.au continued to hold the top spot with a unique audience of 10.3m, a 7% increase, while ABC took second spot and nine.com.au came in third with 8.2m, up 2%. Smh.com.au landed in the fourth spot on 8m – a 14% increase on last month.

Daily Mail Australia had 5.4m unique readers, followed by The Guardian. Fairfax Digital Regional Network, which was rebranded to Australian Community Media Network for May 2019, pulled 3.7m, followed by The Age with 3.6m, Yahoo on 3.1m and The Daily Telegraph with 2.7m. Yahoo took the biggest hit for the month, dropping 18%.

7News.com.au – Seven’s owned news platforms following its separation with Yahoo – will be included in the next DCR for June 2019, but revealed a daily audience of 613,945 earlier in the month.

In the smaller publishers, Buzzfeed fell 3% to land on 3.1m unique readers, while Junkee climbed 14% to 1.1m. Vice dropped 1% to 967,045.

Nielsen Measurement Science advised that due to an upgrade in Apple and Android mobile operating systems, there was a coverage gap of 5% across all brands for May 2019.

Hannah Blackiston

Hannah Blackiston was the deputy editor of Mumbrella. She worked with the company from March 2019 to November 2020.

topics ABCDCRnews.com.auNielsenNielsen digital content ratingsPedestrian TVThe Guardian

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Comments: 2

PW 19 Jun 19

Has anyone worked out why there is such a massive difference in audience between SMH and The Age? Same content, similar size markets, similar demographics?

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DJ 20 Jun 19

Love the headline… almost 50%. Why not just state 43%? And article is more about the big content publishers anyway. Click bait headline. Would love to have been consistent and show April vs May difference in graph like done for bigger publishers. Also, as “youth publishers” (Buzzfeed, Vice, Pedestrian & Junkee) we should look at Youth audience reach, not total uniques. Brands buy those titles to reach Australian Youth. Big headline, but numbers sound more like a fluke month for Pedestrian.

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