Digital publishers’ audiences are millions bigger than we realised, says Nielsen
Some of Australia’s biggest online publishers have seen vast jumps in the size of their estimated audiences measured by Nielsen.
After changing its methodology, Nielsen now says the likes of news.com.au, Nine and the ABC all have audiences larger than previously reported.
According to the new Nielsen methodology, Daily Mail Australia has more than doubled its audience in the space of two months.
The last time Nielsen released its monthly digital ratings data to Mumbrella, news.com.au topped the list with a March unique audience of 5.887m. In the space of two months, this jumped to 8.827m, based on Nielsen’s new Digital Content Ratings. This 50% increase is because the old system failed to properly capture mobile audiences and those on Google AMP pages, claims Nielsen.
There’s such a huge difference between the two sets of numbers — one of them must be complete BS. (or possibly both!)
This is a good thing. Much more accurate reflecting on/off platform and mobile reach.
How will Nielsen claim even an iota of credibility with stunts like this?
Australian digital Industry has deeper issues than anyone will acknowledge.
This news shouldn’t be a surprise or shock to anyone who’s used a digital measurement platform before. It’s an imperfect system and uses a small sample to extrapolate to the full population, it will always be wrong.