SMH, ABC and The Australian reported double digit growth in online traffic.
SYDNEY ‐ OCTOBER 21, 2013: While the lead up to the election had surprisingly minimal impact on unique audiences to news websites, the latest insights from global measurement company Nielsen reveal the actual election period drove a significant uplift in both traffic and time spent engaging with online content via news and information web pages.
“Looking at our daily metrics in Nielsen Market Intelligence, we can see significant peaks during the actual voting weekend. This indicates that many Australians take considerably more interest in election news as it happens ‐ driving new users to sites,” commented Monique Perry, Head of Nielsen’s Media Industry Group.
Among the top ten news sites, Nielsen Online Ratings figures for September 2013 show that SMH, ABC and The Australian all experienced double digit growth in unique audiences compared with the previous month, and all jumped up one rank with the exception of The Australian which jumped five of its competitors to tenth place. (See chart 1.)
The latest Nielsen figures show that many of the unique URLS that experienced the big spikes in September were driven by election specific pages – indicating that these shifts are a result of uplifts from a specific event and are likely to return to normal next month.
Looking at the Nielsen results for streaming in September, the top two news sites (News.com.au and smh.com.au) also reported doubled digit growth in consumer engagement compared with the previous month.
Nielsen analysis shows that all major political parties upped the ante during the last week of campaigning in terms of broader advertising investment with the Liberal Party leading the charge, followed by Palmer United Party and the Australian Labour Party in third place. (See chart 2.)
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television, and other media measurement, online intelligence, mobile measurement, trade shows, and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.nielsen.com.