Eye gauging: RWC inspires massive online traffic increase, visual and interactive content leads the way

  • Digital
  • October 27, 2011
  • Ben Fahy
Eye gauging: RWC inspires massive online traffic increase, visual and interactive content leads the way

New Zealand's passion for the RWC has already been shown through the massive TV ratings. And, not surprisingly, the major online publishers are also sitting pretty, with Nielsen Market Intelligence data showing the aggregate average daily unique browser numbers for all New Zealand websites in the sports category in September increasing by 58 percent to 332,837 compared to September 2010 (210,408) and 62 percent compared to March this year (205,688). 

Nielsen's Warren Gilmer said the comparison was made to September last year when the All Blacks would have been playing to account for any seasonal differences with March.

The top three websites in the sport category for domestic traffic in September continued to be stuff.co.nz/sport, nzherald.co.nz/sport and yahoo.co.nz/sport. And Gillmer says all three sites, along with tvnz.co.nz/sport and allblacks.com showed exceptional growth compared with the last sports category release six months ago.

Traffic on nzherald.co.nz across the website, mobile sites and apps increased by 28 percent overall and the time spent on site lifted by 7.4 percent for the tournament.

Visual and interactive content played a massive part in the event coverage. Time spent watching and video consumption increased 22 percent and 114 percent respectively, with 3.7 million video views throughout the 47 day period. Video highlights from every single game were popular, as was some of the more light hearted content like Sonny Bill's wardrobe malfunction or the Lego re-enactments of key All Black moments.

Photos were also very popular with 2.6 million gallery views throughout the Cup, an increase of 107 percent. Unsurprisingly, the most popular images of the tournament on nzherald.co.nz were of the All Blacks celebrating the win.

Fairfax had not responded to requests for information before posting.

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