Sydney, Australia – 27 May 2016 – The increasing Australian appetite to download and view movies online has sparked a significant surge in audience to many of the key video and movie sites, according to the latest insights from Nielsen Digital Ratings (Monthly), the IAB Australia endorsed digital audience measurement currency.
Seven of the top ten video/movie brands recorded gains during April 2016. Event Cinemas, Hoyts and Village Cinemas also witnessed double digit gains in unique audience over the same period, likely driven by school holidays and blockbuster releases such as ‘Captain America: Civil War’ and ‘Disney’s Jungle Book’.
Not surprisingly, Anzac Day ceremonies encouraged a 137% increase in traffic to the Australian War Memorial channel, which saw its unique audience jump from 213,000 to 505,000.
Travel applications also attracted additional unique audiences with Qantas Airways, the current mobile app leader in its field, witnessing a significant 202% gain in unique audience from 211,000 to 638,000. Skyscanner and Jetstar apps, ranking second and third in the category, also saw double digits gains of 32% and 20% respectively – from a unique audience of 208,000 to 275,000 (Skyscanner) and 143,000 to 172,000 (Jetstar).
Sports sites also maintained strong gains, particularly the AFL and NRL sites, as well as Fox Sports Pulse. The AFL saw an increase in unique audience numbers of 22% from 3.2 million to 3.9 million, while the NRL reported a 13% lift from 1.9m to 2.1 million. Fox Sports Pulse reported a 46% increase from a unique audience of 833,000 to 1.2 million.
In the news and information category, the top three leaders – News.com.au, smh.com.au and ABC News Websites – remained consistent, while Yahoo7 News Websites jumped from seventh to fourth with a unique audience increase of 9%. Meanwhile, the BBC jumped into the top ten.
TOP 10 BY UNIQUE AUDIENCE, CURRENT EVENTS & GLOBAL NEWS SUB-CATEGORY FOR APRIL 2016
|
Name |
Unique Audience (000) |
Page Views Per Person |
Sessions Per Person |
Time Per Person (hh:mm:ss) |
|
news.com.au |
5,787 |
44 |
11 |
01:04:08 |
|
smh.com.au |
4,779 |
27 |
11 |
00:47:24 |
|
ABC News Websites |
4,345 |
20 |
8 |
00:26:34 |
|
Yahoo7 News Websites |
3,129 |
11 |
7 |
00:11:51 |
|
Daily Mail Australia |
3,112 |
23 |
8 |
00:34:52 |
|
ninemsn News Websites |
3,078 |
19 |
10 |
00:23:49 |
|
The Guardian |
3,031 |
14 |
9 |
00:29:08 |
|
The Age |
2,636 |
34 |
11 |
00:49:23 |
|
Herald Sun |
2,629 |
25 |
8 |
00:39:48 |
|
BBC |
2,364 |
28 |
11 |
00:43:54 |
Digital Ratings (Monthly) fuses together Nielsen’s pre-existing PC panel for home and work with nationally representative panels of Australian smartphone and tablet internet users, as well as census tagged data for PC and mobile web. It provides an independent, cross-device view of the total digital audience.
The data allows publishers, who are already investing significantly in mobile, to see how their audiences have grown across all digital devices. It also enables agencies and advertisers to make more accurate decisions and gauge the reach of their digital investment – giving a true picture of their total audience across key digital devices.
About The Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 43 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.
The role of the IAB is to work with its members and the broader advertising and marketing industry to assist marketers to identify how best to employ online as part of their marketing strategy, to better target and engage their customers and build their brands.
By addressing the core pillars of growth of the online advertising industry – simplified and standard online audience measurement, research, and online operational standards and guidelines, and regulatory affairs, IAB Australia leverages the skills, experience and commitment of its members to advocate the benefits of online advertising by acting as an authoritative and objective source for all online advertising issues whilst promoting industry-wide best practice.
IAB Australia is a registered not-for-profit organisation; membership fees and revenue generated is invested back into the IAB’s membership benefits such as resources, events, reporting, and industry representation.
For further information about IAB Australia please visit: www.iabaustralia.com.au
ABOUT NIELSEN
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com
For further information please contact:
Jackie Helliker
Tel: +61 403 074 864
Email: jackie.helliker@nielsen.com
