New digital players climb up Nielsen rankings

The latest Nielson Online Ratings have shown significant growth from international players The Mail Online and The Guardian Australia, with the Mail’s site overtaking the two established Melbourne masthead sites.

News.com.au retained its place atop the rankings with the website attracting around 3.7 million unique visits in the last month, with smh.com.au a close second and ninemsn news websites third, both with around 3.6 million unique views.

Both The Mail Online and The Guardian posted their highest number of page views in a month during March.

The Mail Online jumped from the 10th spot in the rankings to the sixth spot, with their unique views growing from just under 1.4 million to more than 2 million, ahead of the launch of a dedicated Australian site later this year.

The online brand of the British tabloid The Daily Mail jumped ahead of the news websites for flagship Melbourne mastheads the Herald Sun (ranked eighth) and The Age (ranked seventh).

More competition emerged this week in Melbourne – home to the headquarters of ANZ – with the bank launching a corporate-branded news site.

The Guardian Australia saw record monthly figures with just under 1.7 million views and re-entry into the Nielsen top ten in ninth spot.

Katharine Viner, the outgoing editor-in-chief of Guardian Australia, said that the company was delighted that it had been able to “smash our readership targets as we approach one year since the launch of Guardian Australia”.

Nielsen figures were boosted across the board in this month’s figures after Nielsen announced changes to its data-gathering methodology, which saw around two million previously uncounted users added to overall audience figures.

Top sites by unique audience for news – March 2014

  1. News.com.au – 3.717m
  2. Smh.com.au – 3.609m
  3. Ninemsn – 3.602m
  4. Yahoo!7 – 3.113m
  5. ABC – 2.667m
  6. MailOnline – 2.077m
  7. The Age – 2.020m
  8. Herald Sun – 1.860m
  9. The Guardian – 1.696m
  10. BBC – 1.681m

Source: Nielsen Online Ratings, Hybrid data.

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