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NDTV Questions comScore’s Online News & Information Readership Report

NDTV comScore

Media house NDTV has questioned the rationale behind its lowly position in the comScore’s recent report regarding online news and information readership in India.

Last week, comScore had released a report based on the data from its comScore Media Metrix service, which had positioned NDTV at number eight in the list of top 20 news or Information properties in the country.

However, the media house claims that comScore has included non-news properties for all the media groups besides The Times Of India, The Jagran group and NDTV in the list, due to which it has been placed at a lowly number eight. For example, HT Media which has secured the third position on the list, apparently includes numbers from its job portal Shine.com while the India Today group which has been placed at number four, includes numbers from its flash sales site Bagittoday (chart at bottom).

NDTV claims if the numbers of these non-news properties are removed from the report, then it will zoom ahead to number two position, just behind The Times Of India, since non-news sites apparently contribute a significant amount of traffic to these media groups. This is what NDTV has sent us with respect to the comScore numbers of news content sites, excluding the non-news properties.

NDTV comscore chart

As indicated by the chart above, Yahoo India News seem to contribute only 5.29 million of the reported 10.7 million visitors, while HT Media’s news portal Hindustantimes.com accounts for only 3.05 million of the reported 8.2 million visitors and India.com’s news section accounts for only 2.87 million visitors as against the reported 6.18 million visitors.

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When we contacted comScore for a clarification on this, the company claimed the (comScore) report is correct in the current form and NDTV is taking news websites into account that may or may not include multiple sites under one holding company. However, as a global practice, it follows the template based on their classification and not by sites.

Interestingly though, NDTV had recently launched an ethnic wear focused e-commerce venture Indianroots.com, but NDTV claims that comScore hasn’t included these numbers into the report.

Besides this, its also worth noting that the above mentioned comScore report is for news and Information category and not the General News category itself, which is a sub category within the news & information category. Although, we don’t quite understand the rationale behind comScore clubbing news sites like NDTV and Times of India with general information sites like About.com and India.com (to a certain extent), since we feel both serve different purposes.

Other Highlights from the report

– The average daily visitors has apparently increased by 34% year on year (YoY) to 9.4 million visitors as of August 2013, up from 7.04 million in August 2012.

– The total unique visitors has increased 15% YoY to 45.9 million, up from 40 million in August 2012 while the total visits has increased 40% YoY to 364.6 million as of August 2013, up from 259.7 million in August 2012.

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– The average minutes per visitor has increased by 31% YoY to 41.6 minutes as of August 2013, up from 31.6 minutes in August 2012.

– The Times Of India continues to be the leader in the news category with 12.72 million visitors, followed by the Yahoo-ABC news network at 10.7 million visitors and HT Media at 8.2 million visitors. Others in the list include India Today group (7.7 million visitors), India.com sites (7.2 million visitors), About.com (7.04 million visitors), Jagran Sites (6.31 million visitors), NDTV (6.26 million visitors), OneIndia (6.18 million visitors) and The Economic Times (4.4 million visitors).

comscore news sites chart

– DivyaBhaskar.co.in and Bhaskar.com reported an average minutes per visitor of 100.3 minutes and 62.1 minutes respectively.

– Network18’s FirstPost has the highest share of International audience at 51.3%, followed by Manorama Sites (45%) and The Times Of India (38%). Others in the list include NDTV(36%), India.com sites (33%), The Indian Express group (32%) and The Hindu group (29%).

comScore International Audience

Methodology: This report was compiled from an audience of 45.9 million aged 15 and older accessing the Internet from a home and work computer, however it doesn’t include visits from mobile phones.

ReadcomScore online news & information readership report

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