ABC News tops online traffic in July

ABC News achieved its highest-ever unique digital audience, according to online data.

ABC News was ranked #1 in the news and information category, according to Nielsen Digital Ratings (Monthly), the endorsed digital audience measurement currency.

In July 6.5 million Australians, or 33% of the active online population, visited ABC News –up
30% on the previous month.

The total ABC audience was also the highest recorded under DRM at 9.1 million Australians, or 46% of the active online population.

The 2016 Federal Election played a major role in ABC News’ digital audience growth, with the #1 ranking cementing its position as the market leader for election content among Australian audiences.

ABC News was ranked #1 in the news and information category, according to Nielsen Digital Ratings (Monthly), with the 2016 Federal Election playing a major role in its digital audience growth.

ABC Director of News Gaven Morris said: “ABC News is proud to have achieved the No 1 spot in the Nielsen news rankings. Our online and mobile audiences are as important to ABC News as our television viewers and radio listeners, and it’s gratifying to see they value the services we provide.

“Australians have a huge appetite for high-quality news and current affairs, as well as for the in-depth analysis that makes sense of events and provides context. Their desire for independent, trusted journalism is just as great on digital platforms as on broadcast platforms.”

Meanwhile a new-look nine.com.au had the best audience engagement, with an average of 58 minutes and 41 seconds time spent per person.

Alex Parsons, Chief Digital and Marketing Officer of Nine Entertainment, said the improvement in audience was a clear vindication of the Nine Digital strategy undertaken in the wake of the 2013 buyout of Microsoft, which ultimately saw traffic from Microsoft online properties cease being directed to the company’s homepage.

“In moving from Ninemsn to Nine.com.au, one of Australia’s favourite destinations for news, sport, entertainment and lifestyle content, we have evolved our business,” said Parsons. “Today’s result is an early reflection of the rollout of both our rich and dynamic content and also our strong commercial strategy.”

The July 2015 figure for Ninemsn news websites was 2.53m. The June 2016 news figure was 2.75m but these figures did not include the homepage, entertainment or lifestyle verticals.