News & Opinion

ABC: 12% YoY digital uplift for national newsbrands in November

The official ABC figures for November 2016 show that the UK national newspaper market enjoyed a 12% year on year uplift across digital platforms, working out to a total of 35 million unique browsers daily.

In the month that the US presidential election shook the world, Phillip Hammond released his first (and last) autumn statement and Fidel Castro’s death made headline news, UK newsbrands saw an extra 3.4 million average unique browsers accessing digital content every day, compared with October 2016.

The Mirror exceeded 100 million unique browsers for the first time, representing a month on month growth of 10% and year on year growth of 18%. The title witnessed a 17% annual increase in its daily average traffic, working out to over 5 million unique browsers over the course of November.

The Sun recorded the largest annual growth of total traffic, up 146%, with an additional 36 million unique browsers compared to last year. The title’s average daily traffic reached its highest yet, 3.5 million – a 114% yearly increase.

Similarly, The Independent also broke records in November. The title received 4.6 million unique browsers daily – it’s highest yet and up an impressive 41% from last year. Likewise, its total traffic for the month exceeded its previous record of 82 million to reach 90 million in November 2016.

The Evening Standard attracted just under 15 million unique browsers over the course of November, a 16% month on month increase and 30% year on year increase. The title also saw its daily traffic grow by 18% month on month and 34% year on year.

Meanwhile, The Telegraph accumulated 102 million unique browsers, giving it an increase of 23% month on month. Similarly, daily average unique browsers were up 22% month on month, averaging at 4.9 million browsers a day.

With an impressive monthly total of 225 million unique browsers, MailOnline received an average of 14.8 million unique daily browsers in November, up 4% month on month.

The Metro recorded 1.4 million daily unique browsers on average and 30 million total unique browsers across the month.

In print, the quality sector witnessed growth, while overall print circulations remained stable. The Times reported month on month and year on year increases of 1.2% and 8.6% respectively. The Guardian increased circulation by 0.8% compared to last month.

Similarly, Metro distributed an additional 713 copies daily in comparison to last month, working out to a 10% year on year increase.  


  Nov-16 Month / Month % Year / Year %
  Daily Ave. UB Total
Daily Ave. UB Total
Daily Ave. UB Total
Evening Standard 694,136 14,920,391 18.13% 15.70% 33.55% 29.60%
MailOnline 14,801,375 225,245,876 3.58% -0.51% 1.16% -3.76%
Metro 1,410,708 29,588,865 4.67% 1.54% -2.73% -2.12%
Telegraph 4,915,465 102,253,755 22.24% 22.62% -2.12% 1.05%
The Independent 4,612,684 90,372,990 26.79% 23.73% 40.75% 34.11%
The Sun 3,464,419 60,963,067 10.15% 13.21% 114.29% 145.63%
Mirror Group Nationals 5,553,047 100,853,639 9.86% 9.67% 17.07% 17.50%




YoY growth (%)

Source: ABC November 2016
by Zainab Pirzada 15/12/16

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