comScore and UKOM have announced a new monthly report tracking the most visited UK newsbrands across PC, mobile and tablet devices.
The report uses figures taken each month from comScore’s digital measurement tool and combines audiences for browsing, apps and video across all three platforms – representing the number of people accessing all web properties online over a monthly period.
UKOM, the online measurement governance body, will issue a monthly report that showcases the most visited platforms for newsbrands throughout the UK, giving advertising planners and buyers measurable data over digital platforms in the sector.
The first multi-platform report includes August and September figures for the 25 most visited web properties and reveals that the total digital population of the UK has now reached just over 47 million users.
“For too long, digital audience measurement has been considered untrustworthy because of statistics being misunderstood and misquoted,” said James Smythe, general manager, UKOM.
“What the industry expects is a measure of people, what it gets too often is a measure of software and hardware instead.”
Paul Goode, SVP, marketing, comScore Europe, said that the new tool marks a “watershed” in providing the industry with accurate data that reflects the make-up of online audiences.
“Multi-platform behabiour is now a standard up and down and the country across different generalisations, and as such marketers and advertisers need to plan their activity accordingly,” he said.
