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Posts Tagged ‘ComScore’

Scintillating TheWrap Stats Also Remind: comScore Counts It Differently [Updated]

On January 26, TheWrap will celebrate its fifth anniversary. And when staff gather at the outlet’s west Los Angeles offices for that purpose, there will be extra cause for whooping and hollering.

TheWrapLogoLast month, guided in large part by the astute Web traffic wisdom and knowledge of executive editor Joseph Kapsch, TheWrap lapped rivals Deadline and Variety by a very impressive comScore margin. TheWrap welcomed a little over 3.4 million unique visitors (its highest monthly total yet), compared to around 2.6 million for Variety and Deadline.

There is, per usual and as mentioned in TheWrap item, a wide discrepancy between comScore’s December 2013 numbers and those tabulated by Google Analytics and Quantcast. Which begs the answer to the question – how can the latter two services measure so many more unique visitors for TheWrap (around seven million)?

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Not So Fast: Yahoo May NOT Have Surpassed Google in July

Ad Age‘s Tim Peterson dug a little deeper in the wake of all that yodeling about Yahoo having surpassed Google for the first time in two years in monthly U.S. unique visitor traffic.

The reporter explains that only Yahoo has comScore “census tags” affixed to its sites. What this means is that for July, the immediate Yahoo numbers came from a much more extensive and specific pathway than those of Google, which were calculated using the more traditional method of a comScore “panel” that was then extrapolated. From Peterson’s piece:

comScore’s methodology likely explains why Nielsen, which relies only on panels for its traffic measures, sees a greater gap between Google and Yahoo and not in Yahoo’s favor. “During July 2013 we measured Google as the top parent company for web activity (170M unique US visitors) and Yahoo as the ranked fourth (126M unique US visitors) in the U.S.,” emailed a Nielsen spokesperson.

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Huffington Post’s Traffic More Than Doubles Year Over Year

huffpologo.jpgIn December 2009, the Huffington Post saw unique visitors climb more than 150 percent from the year before, and without the help of an election to drive readers to the site as well known for its political bloggers as for its broad aggregation.

According to ComScore data released last week, HuffPo had 9.8 million unique visitors last month, compared to 3.8 million in December 2008. This increase could be attributed in part to the site’s launch of a number of new verticals, including HuffPost Sports, which debuted in November. (That month drew 7.9 million unique visitors.)

With numbers like this, the site is quickly climbing past other newspapers’ sites.”It simply validates what we do and reaffirms our goal to become America’s online newspaper,” the Huffington Post’s president Greg Coleman told FishbowlNY.

Coleman, who took over the newly created post in September, said reaction to the numbers internally and among advertisers and marketers has been “through the roof.”

“When I joined, I didn’t know that our numbers were going to shoot up like a rocket,” he added. “When I started, our unique visitors were at about 6.8 million, and now 9.8 million is starting to get right up there, solidly ahead of The Washington Post and the Los Angeles Times and Wall Street Journal, and getting close to The New York Times.”

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