Ten Daily’s readership revealed in Nielsen’s April Digital Content Ratings
Network Ten’s digital platform, Ten Daily, saw its debut in the Nielsen Digital Content ratings with a unique audience of 716,073 for April 2019, a week after the site celebrated its first birthday.
A short month with multiple public holidays and an outage due to Apple updates delivered subdued figures for most sites for in the month’s Nielsen Digital Content Ratings. All titles in the top ten saw significant decreases from March, with The Guardian dropping 20% and The Age 19%.
Nielsen’s April 2019 Digital Content Ratings (click to enlarge)
Across the rest of the titles included in the Digital Content Ratings, news.com.au had the highest unique audience with 9.6 million, followed by ABC News Websites on 8.7 million and nine.com.au with 8.4 million.
Smh.com.au and Daily Mail Australia held the fourth and fifth positions with 7.1 million and 5.5 million respectively, followed by The Guardian on 4.3 million then Yahoo with 3.9 million.
The Age held eighth place with a unique audience of 3.2 million. The first change from the March rankings came in the ninth position where The Daily Telegraph jumped ahead of Fairfax Digital Regional Network with 2.4 million to be followed by the Herald Sun with 2 million, which didn’t feature in the March ratings. However, the Fairfax Digital Regional Network was excluded from the ranking due to a tagging issue.
Pedestrian’s figures do not yet include the Allure titles
Nielsen also flagged that a change in Apple’s operating system has resulted in third-party apps updating their technology, which created a 3% coverage gap across all brands in the ratings according to Nielsen Measurement Science.
The drop in ratings is also likely to be created by March being a strong news month and a longer one than April.
Network 10’s director of news content, Ross Dagan said of Ten Daily’s figures: “When we launched 10 Daily, we positioned it as a mobile-optimised site targeted at younger, digital-savvy audiences. We also predicted an audience of around 600,000 after its first year.
“We’re pumped to say that after one year, we’re exceeding all our targets. Eighty percent of our audience access 10 Daily on their mobile*, 58 percent of our users are aged between 18 and 44 and we’re attracting 20 per cent more than our initial audience target.
“We have big ambitions for the site. It’s a key part of 10’s strategy to make our content more accessible everywhere, across all devices, in all forms,” Ross said.
*Google Analytics, Nielsen Digital Content Ratings, April 2019, Monthly – Tagged, People 2+, Digital (C/M), Text, Unique Audience.
