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Stuff’s digital news site accelerates in latest Nielsen data
Stuff digital commercial director Jaana Collins.
Stuff has seen news website stuff.co.nz accelerate its audience growth, as research shows ads next to quality news content deliver 20% more ad-attention seconds than other content.*
New Nielsen data shows 2.25** million Kiwis aged 15+ got their news from the Stuff website in March, almost 400,000 New Zealanders ahead of the nearest competitor and a 3% lift on the year before.
Stuff readers are also the most engaged of all news brands, with page views per person 45%** ahead of the next news website. Overall, Stuff Group reaches 3.5 million*** Kiwis per month across its suite of brands.
A trusted environment for audiences and advertisers
Stuff digital commercial director Jaana Collins says audiences are proven to pay more attention to advertising in trusted news environments.
“We know from eye-tracking studies on news sites that ads next to quality news content produce a 77% lift in brand recall and New Zealand brands are increasingly recognising that context matters.
“Stuff not only delivers greater reach, with more Kiwis choosing it more often, but it also holds their attention longer – a testament to the trusted, high-quality environment it provides for both audiences and advertisers.”
Quality journalism is key
Stuff digital editor-in-chief Keith Lynch says the Nielsen result shows that when big news happens, Kiwis turn to Stuff.
“We have an enormous responsibility to our audience to provide the most engaging and informative news in multiple formats so that news reaches them in the way they need at the time they need it.
“For stuff.co.nz that has meant a significant increase in short-form video, alongside our other visual and text journalism, and the ThreeNews product we deliver for Sky TV.
“In an increasingly fragmented and untrusted social media landscape, quality journalism from respected sources is critical for New Zealanders to understand the fast-moving news agenda and how it impacts their lives,” he adds. “Verifiable sources, real reporting and journalists who hold the powerful to account underpin the trust Kiwis have in us – and strong results for our commercial partners.”
*”The Power of Traditional News: Enhancing Ad Effectiveness Through Quality Journalism” Teads x Lumen Research 2024.
** Nielsen Online Ratings March 2026
*** Nielsen CMI Q1 25 – Q4 25 February 26 Fused – STUFFNC
