According to Nielsen's latest Digital Content Ratings (Multi-Category Family and Lifestyle), 9Honey has come in at number one for the highest unique audience.
The role had previously been held by News Corp's Whimn.
As reported by Mumbrella, the news was cause for celebration over at Nine, with digital content director Helen McCabe sending a congratulatory email to her staff. Honey's success, she said, can be attributed to a clear strategy that hasn't been deviated from since its launch in 2016.
"It was about appealing to the millions of women who watch Nine TV shows. The mums who are getting the kids out the door in the morning and who stop to scroll for a break on the train or in coffee line,” read the email as quoted by Mumbrella.
McCabe also acknowledged that 'Married At First Sight' has been one of the drivers of 9Honey’s traffic of late, including spin-offs such as Talking Married on 9Life and the Honey Mums podcast.
Nielsen's Digital Content Ratings figures show that 9Honey's audience has grown by 52 per cent since August 2018, taking site traffic from from 2.5 million to 3.8 million. Whimn's has grown to 3.7 million.
This strategy of reporting has previously come under criticism however, with 9Honey competitor, Mamamia, dropping out of the Digital Content Ratings entirely last month. Mamamia CEO Jason Lavigne believed that Nielsen’s measuring was ‘incomplete’.
