Nine Comes Out Swinging At Yahoo7’s “Deliberately Misleading” And “Incorrect Statements”

Nine Comes Out Swinging At Yahoo7’s “Deliberately Misleading” And “Incorrect Statements”
SHARE
THIS



The simmering war between Nine Digital and Yahoo7 over audience numbers has turned into a nasty public spat with the two rival publishers suggesting foul play is at work in the reporting and that each one is ahead of the other.

Yahoo7 have been busy spruiking its tech/data/content credentials and in the process have used stats to show it has more unique users than arch rival Nine Digital. The research was unveiled to journalists at a breakfast in Sydney yesterday, which was attended by and reported on by B&T. Read the article here.

However, Nine Digital was swift to seize on Yahoo7’s statements and quickly fired off some missives of its own.

A statement to media read: “Nine wishes to correct some incorrect statements made in-market in recent days regarding the Nine Digital network.”

Screen Shot 2017-02-28 at 2.56.09 pm

It included comments by Nine’s chief digital and marketing officer, Alex Parsons (pictured above), that said: “The latest January Nielsen numbers show Nine Digital has retained its place as Australia’s number one digital content network with a unique audience of 14.4 million.”

Also included was this chart that appears to confirm Nine is well on top of Yahoo7 when it comes to audience numbers in Australia.Screen Shot 2017-02-28 at 2.53.23 pm

Parsons added: “Those numbers also clearly showed Seven and Yahoo with a unique audience of 10.1 million. Any comparison of the reach of their digital network with ours should include an apples for apples comparison and not seek to deliberately mislead the market by excluding our long standing partner Microsoft.”

Since the publication of Nine’s quotes, Yahoo7 fired back with a statement that read: “We stand by these audience numbers which reflect only owned and operated assets. Yahoo7 does not include audiences from its extensive third party ad network, we have reported the numbers just as they appear in Nielsen under parent entities.

“We believe this to be the most transparent and valuable comparison of audience reach. For clarity, the data under discussion is for Yahoo7 alone and does not include the substantial incremental audience generated by SWM’s other owned assets.”

Please login with linkedin to comment

Advertising Standards Bureau Alex Parsons EMMA data Nine Digital

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]