Traffic counts

Six months since Revolution published the first list of ABCe-audited site audience figures, the latest numbers are in.

Reaching the right audience is rarely just a question of scale, especially online. Relevance is often more significant, but knowing the potential reach of any campaign is still crucial.

ABC Electronic's (ABCe) audit of sites enables agencies and their clients to compare like-with-like when assessing the audiences of online media owners for campaign planning.

This fully comprehensive rundown of ABCe audits is an update to the list previously published by Revolution in March, which marked the first time that the figures for all ABCe's audited web sites (where they agree to have the figures released) were published in one place.

The list includes the audited traffic figures for 118 web sites, from Autotrader.co.uk to radio site XFM.co.uk. It covers the entire spectrum, from sites that attract a relatively small crowd, such as Oceanfm.com, which has more than 7,000 unique users, to those with enormous followings, such as online community Faceparty.com, which claimed more than five million users in March.

To compare such extremes directly would be foolish. Media space on Oceanfm.com, for example, could be used to target a more focused crowd than Faceparty's user base. But, providing media planners with an independently - and comparable - audited audience figure goes some way to tackling the issues of mistrust that still exist over traffic stats. ABCe audits web sites according to a set of standards that are applicable whichever measurement system site owners choose.

ABCe managing director Richard Foan asks: "For site-centric measurement, how do you make sure the counting of audience numbers is comparable? Well, JICWEBS handles the standardisation of this in the UK, administered by ABCe. And JICWEBS standards are designed to work with whichever tool you use to do the counting."

Aside from a site's use, clients and agencies need to know more to gain a fuller picture of how well their campaigns are performing. Firms such as Nielsen//NetRatings, Comscore, RedSheriff and Hitwise provide valuable insights. Meanwhile, a host of web analytics providers offer solutions to measure the user's journey through the internet and around your digital media with increasing depth.

David Day, EMEA managing director at Nielsen//NetRatings, comments: "There are many ways to measure web sites: log-file analysis; browser-based site-centric measurement through companies like ours; and panel-based analysis, which tries to get beyond the browser to understand the individual in front of the machine. All of these offer valuable insight into web site performance and should be seen as complementary. No one thing is the right answer - they're all facets of measurement."

Alain Portmann, founding partner at the analytics-driven marketing consultancy Web Liquid, agrees: "The problem with just relying on audience measurement is that it relates almost solely to the publisher. The publisher is very focused on reach and penetration, whereas the agency may be more focused on benchmarking to compare sites within sectors.

"Clients are interested in benchmarking, but also want to know how that influences their business - 'how is that site performing for me?'," he continues.

"So, when you bring the other systems in - the publisher side (site traffic), the agency side (ad serving) and also the client-side (conversion) - the three sets of data work together to give the entire story to all stakeholders."

HOW IT WORKS

The figures in the table come from audits by ABCe on web site audiences from May 2004 to May 2005. Only the figures for each site's most recent audit are published. ABCe is a not-for-profit body that administers JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland) standards in the UK. JICWEBS develops standards for measuring the use and effectiveness of advertising in digital media, and gives definitions for terms like 'page impression', 'unique user', 'visit' and 'visit duration'.

AUDITED SITES: YEAR TO MAY 2005 URL Page impressions Visits Unique Audit Users Period 100centuryfm.com 182,891 16,473 Mar 2005 105centuryfm.com 267,254 29,888 Mar 2005 106centuryfm.com 91,530 10,149 Mar 2005 ameinfo.com 2,349,226 236,238 May 2005 anderselite.com 427,874 36,503 Nov 2004 applegate.co.uk 4,746,669 853,602 May 2005 arsenal.com 14,888,625 1,031,251 Mar 2005 autotrader.co.uk 186,812,642 3,045,622 Jan 2005 baa.com 8,872,683 1,783,448 849,654 Apr 2005 beat106.com 155,139 23,069 Mar 2005 belfasttelegraph.co.uk 3,180,616 272,017 Oct 2004 bluearrow.co.uk 720,385 73,868 Nov 2004 bluelinecareers.co.uk 644,643 118,173 54,926 Mar 2005 bmj.com 6,349,908 773,944 Oct 2004 bmjcareers.com 5,232,088 456,566 157,301 Apr 2005 brandrepublic.com 1,169,057 109,699 Nov 2004 brmb.co.uk 386,238 34,759 Mar 2005 Capital Radio Group 8,529,140 900,937 Mar 2005 capitaldisney.co.uk 69,580 7,130 Mar 2005 capitalfm.com 2,262,516 228,757 Mar 2005 capitalgold.com 181,858 26,870 Mar 2005 cheapflights.co.uk 22,717,053 3,070,481 Jan 2005 choicefm.com 1,007,983 79,684 Mar 2005 cityjobs.co.uk 1,195,885 185,133 85,549 Jan 2005 confetti.co.uk 13,377,798 1,148,647 592,349 Apr 2005 cwjobs.co.uk 5,379,193 773,843 295,918 Nov 2004 dailymail.co.uk 8,526,321 528,588 July 2004 dailymail.co.uk 13,438,963 969,180 Mar 2005 doctorjob.com 1,569,045 89,802 Nov 2004 edenbrown.com 90,419 10,781 Nov 2004 edie.net 339,653 93,470 68,420 May 2004 efinancialcareers.com 2,852,689 223,856 Nov 2004 efinancialnews.com 1,208,224 57,851 Mar 2005 exec-appointments.com 496,743 63,288 Nov 2004 faceparty.com 1,486,168,121 5,113,643 Mar 2005 find.co.uk 815,165 264,411 Nov 2004 findaproperty.com 66,033,374 1,112,977 Feb 2005 fish4jobs.co.uk 25,779,150 1,349,137 Nov 2004 foxfm.co.uk 81,128 11,933 Mar 2005 friendsreunited.co.uk 191,025,714 4,294,855 Mar 2005 ft.com 45,700,645 3,911,561 Jan 2005 gaapweb.com 943,002 65,933 Nov 2004 gaydarradio.com 2,011,894* 579,071** May 2005 getlippy.com 1,087,133 126,438 100,183 Oct 2004 getlippy.com 2,653,181 266,093 221,010 Apr 2005 girguiding.org.uk 841,821 143,720 79,841 May 2005 guardian.co.uk 114,043,793 May 2005 guardian.co.uk/jobs 12,120,059 606,226 Mar 2005 habbohotel.co.uk 62,621,985 2,448,797 Nov 2004 handbag.com 28,115,600 1,756,921 986,695 Jan 2005 hellomagazine.com 20,089,453 2,461,222 955,440 Apr 2005 hit40uk.com 653,238 64,459 Mar 2005 homesandproperty.co.uk 1,000,294 67,110 Mar 2005 hotonline.com 13,058,963 830,052 May 2005 http://euro2004.itv.com 2,794,619 276,229 Jun 2004 http://home.eircom.net 15,530,836 5,276,036 755,478 Oct 2004 http://jobs.brand republic.com 359,649 24,025 Nov 2004 http://jobs.mad.co.uk 161,345 20,613 Nov 2004 http://personal finance.iii.co.uk 234,758 48,192 Jan 2005 iii.co.uk 12,168,252 404,641 Jan 2005 inpharm.com 258,829 27,866 May 2004 inpharm.com/careers 148,509 14,108 May 2004 inretail.co.uk 1,006,480 140,181 69,844 Feb 2005 invictafm.com 508,734 68,179 Mar 2005 ireland.com 13,035,523 858,502 Mar 2005 irishjobs.ie 7,976,670 559,578 290,544 Jan 2005 ivillage.co.uk 30,231,759 4,354,698 3,319,091 Jan 2005 jimfinder.com 111,278 33,124 Nov 2004 jobs.ac.uk 3,808,547 278,671 Nov 2004 jobs.telegraph.co.uk 704,189 72,216 Nov 2004 jobsgopublic.com 4,017,535 205,078 May 2004 jobsite.co.uk 14,890,826 1,959,238 882,570 Jan 2005 londonjobs.co.uk 3,266,054 456,996 212,848 Jan 2005 mad.co.uk 623,404 67,027 Nov 2004 manchesteron line.co.uk/jobs 725,464 59,549 Nov 2004 metrocafe.co.uk 1,463,514 133,862 Mar 2005 netlet.co.uk 659,599 12,462 Feb 2005 sciencejobs.com 771,784 94,902 Nov 2004 newscientist.com 7,598,420 1,692,440 Nov 2004 newscientistjobs.com 1,259,557 122,648 Nov 2004 newscientistjobs.com.au 55,447 12,236 Nov 2004 Northcliffe Electronic Publications 17,382,362 1,311,852 Sep 2004 oceanfm.com 51,375 7,125 Mar 2005 officerecruit.com 1,312,513 75,463 Nov 2004 parkers.co.uk 11,057,846 881,789 539,062 Mar 2005 powerfm.com 130,652 22,574 Mar 2005 propertynews.com 3,845,623 244,219 May 2004 prospects.ac.uk 4,573,343 370,807 May 2004 reddragonfm.co.uk 151,425 20,152 Mar 2005 royalmail.com 24,503,790 3,961,114 2,401,669 Oct 2004 rte.ie 14,142,868 711,616 Apr 2005 s1jobs.com 5,505,400 143,559 Nov 2004 scotsman.com 491,591 33,408 Nov 2004 scotsman.com 20,501,295 3,080,222 Jan 2005 skiclub.co.uk 4,340,460 689,226 272,494 Jan 2005 sky.com 245,368,769 8,449,867 May 2005 sky.com/skynews 109,741,800 1,855,478 May 2005 skysports.com 154,055,835 5,074,861 May 2005 southernfm.com 271,284 36,232 Mar 2005 telegraph.co.uk 38,601,710 3,843,372 Apr 2005 teletextholidays.co.uk 26,650,815 2,020,528 Jul 2004 tesjobs.co.uk 11,525,963 624,283 305,636 Apr 2005 the hotgroup plc 16,482,217 1,668,919 1,147,224 May 2005 theregister.co.uk 23,554,982 3,374,892 Apr 2005 thesun.co.uk 125,900,711 4,401,371 Apr 2005 thisislondon.co.uk 17,383,343 2,649,066 Mar 2005 thisistravel.co.uk 2,410,963 518,659 Mar 2005 timesonline.co.uk 40,933,056 4,649,650 Apr 2005 timesonline.co.uk/jobs 957,575 77,951 Nov 2004 tiptopjob.com 738,168 98,700 Nov 2004 totaljobs.com 19,970,240 2,334,996 1,072,910 Nov 2004 ucas.com 50,805,581 Nov 2004 ukaop.org.uk 11,137 6,070 2,516 Apr 2005 upmystreet.com 5,921,793 810,381 Jan 2005 warc.com 299,812 42,056 23,032 Oct 2004 waterscape.com 636,217 106,017 90,421 Sep 2004 workthing.com 16,482,217 1,668,919 1,147,224 May 2005 xfm.co.uk 2,076,315 267,740 Mar 2005 **Live Audio Stream Users *Live Audio Streams.

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