Stuff Joins Nielsen Rankings Top Media

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Stuff joined Nielsen's digital standings in fifth overall.

RICKY WILSON / STUFF

Stuff joined Nielsen’s digital standings in fifth overall.

Research firm Nielsen ranked Stuff as the nation’s fifth most-visited online service with an audience of more than 2.4 million unique visitors in November.

This put him ahead of his rival NZME, publisher of The New Zealand Herald, which occupied ninth place with an audience of just under 2.1 million visitors and was the only other media company in the “top 10”.

As usual, the top three spots on the list were taken by overseas-owned social networks and search sites, with Google, Facebook and YouTube removing those spots.

New Zealand government websites were ranked fourth and Trade Me was ranked sixth.

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Stuff had been absent from Nielsen’s rankings from May of last year until last month, after retiring from service.

It was to “assess its measurement requirements,” said Stuff spokeswoman Candice Robertson.

Nielsen charges companies for the ranking service, which in turn is used by the companies it ranks to promote the value of advertising on their platforms.

NZME has had a strong performance on the NZX this year.

Simon Maude / Tips

NZME has had a strong performance on the NZX this year.

Robertson said he decided to partner with Nielsen again to ensure his partners had “a directly comparable audience measurement in the important digital space.”

Stuff’s editorial director Mark Stevens said his ranking is a testament to the company’s journalism.

“It was a monumental topical year when the Kiwis had to rely on trustworthy, verified and reliable journalism. It is a huge privilege that they have looked to us for this and we all take it very seriously, ”he said.

NZME has been approached for comment.

NZME has pursued a somewhat different business model from Stuff in news and online entertainment, choosing to place much of its content behind a pay wall since 2019.


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