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Leadership spill lifts digital engagement 44pc

The two Liberal Party leadership challenges last month were key traffic drivers to online news services, with time spent on site up 44 per cent on average on the day Malcolm Turnbull lost the Prime Ministership to Scott Morrison.

The two Liberal Party leadership challenges last month were key traffic drivers to online news services, with time spent on site up 44 per cent on average on the day Malcolm Turnbull lost the Prime Ministership to Scott Morrison.

News.com.au, APN Australian Regional Media – News Network and The Guardian were among the biggest winners on Friday, August 24, when Mr Morrison was elected leader.

According to Nielsen’s Digital Content Ratings Monthly data, the period from August 21 to August 24 achieved the highest interaction.

A majority (54 per cent) of time spent accessing text news content during the month of August was on desktop devices. Smartphone usage sat at 33 per cent, followed by tablet at 13 per cent.

News.com.au has continued its steady growth, gaining 2.7 per cent to 9.6 million consumers and retaining the number one position. APN Australian Regional Media – News Network was boosted by an additional 200,000 in unique audience, while The Guardian gained more than 100,000.

News Corp Australia metropolitan mastheads The Daily Telegraph and the Herald Sun each grew their audiences.

Daily Mail received the biggest boost in this month’s ratings, up 14 per cent, following the inclusion of Google AMP data in its score.

Yahoo7 News completed its first month of tagging in August. Nielsen will report the site’s total audience for the first time next month under the new methodology.

Fairfax Media does not participate in Digital Content Ratings Monthly and therefore is not measured or presented.

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