Date Sept 2009

2

Noa UK Headlines – September 2009

More visitors – more appetite for news

Total unique visitors – 46.4 m. Up 3% on month, up 29% on yearWeekday unique visitors – up 4% on month, up 16% on yearSaturday UVs – up 6% on month, up 27% on yearSunday UVs – up 5% on month, up 18% on yearTotal dwell time – down 6% on monthVisits via mobile (global) – 1.7m, down 10% on monthMost popular time – 1p.m. Weekdays; 10 a.m. Saturdays; 8 p.m. SundaysPopular sections – News share up 19% on 2008, Culture* share up 22%Entry points – News section 21% more popular as entry point

*Entertainment/Film//TV/Books/Arts/Theatre/Media/Music

3

Noa Global Headlines – September 2009

More visitors – more appetite for news

Total unique visitors – 127.4 m. Up 6% on month, up 128% on yearWeekday unique visitors – up 4% on month, up 13% on yearSaturday UVs – up 2% on month, up 15% on yearSunday UVs – up 2% on month, up 213% on year Total dwell time – down 3% on monthVisits via mobile (global) – 1.7m, down 10% on monthMost popular time – 1p.m. Weekdays; 10 a.m. Saturdays; 8 p.m. SundaysPopular sections – News share up 6% on 2008, Culture* share up 17%Entry points – Home Pages 18% more popular as entry point

*Entertainment/Film//TV/Books/Arts/Theatre/Media/Music

4

Noa Headlines – September 2009

The spikesUK online newspaper users follow the news

Highest weekly UV – w/c 7th. 3 convicted of plot to bomb airlinersHighest daily UV – 28th. Suicide verdict on mum hounded by yobs. Polanski arrest,

Baroness Scotland cleaner controversy.News coverage – 30th . Cervical cancer jab death, Brown’s conference speech

Culture – 28th ? Robbie Williams rejoins Take That??Personal Finance – 28th. Chaos on money markets

Sport – 1st . Eduardo ban in football “diving” controversyScience/Tech/nature – 8th . Breakthrough in fight against Alzheimers

Global sci/tech visits hit 4.8 times daily average for month Commentary – 28th Sept. Mandelson and Brown at Labour conference

Politics – 30th. Brown’s conference speechBusiness/Finance – 22nd. Lord Turner attacks City traders

6

Unique Visitors & Visits – millions Sept 2009

46.4

127.4

106.2

240.1

Unique Visitors Visits

UK UV Global UV

84.2m net UVs – Globally27.7m net UVs – UK

8

Unique Visitors millions – Sept 2009 by day

UK UV Global UV

9

Unique Visitors millions- Weekday Sept 2009

11

Total Dwell Time – Millions Minutes Sept 2009

12

% Dwell Time* Sept 2009

> 10 Min

4 - 10 Min

2 – 4 Min

1 – 2 Min

< 1 Min

9 mins 25 secs 9 mins 10 secsTotal dwell time/visits more than 1 page view

26 mins 46 secs 21 mins 32 secsTotal dwell time/UVmore than 1 page view

14

Average Unique Visitors by Hour of Day – Weekdays Sept 2009

midnightUK AVG UV Global AVG UV Global AVG UV All Week

15

Average Unique Visitors by Hour of Day – Saturday Sept 2009

UK AVG UV Global AVG UV Global AVG UV All Week midnight

16

Average Unique Visitors by Hour of Day – Sunday Aug 2009

UK AVG UV Global AVG UV Global AVG UV All Week midnight

18

Most Popular Sections – Aug 2009 % of Unique Visitors visiting each section

19

Most Popular Sections Sept 2009

Page Group Page Sub Group UK % of UV Global % of UV

Homepage Homepage 33.1 23.5

News News/Domestic News/International News 38.7 41.6

Sport Sport 16.9 13.5

Business & Finance Business/Finance 5.2 3.4

LifestyleWoman & Fashion/Travel/Motoring/Health/ Lifestyle/Food & Drink/Gardening/Education

20.3 16.4

CultureEntertainment/Film & TV/Books/Arts/ Theatre/Media/Music

32.0 29.9

Personal Finance Personal Finance/Home & Property 4.9 2.5

Science Technology& Nature

Technology/Environment/Science 5.9 8.9

Commentary Commentary 5.0 4.3

ServiceGames/Classified/Blogs & Forums/ Registration & Login

12.9 7.9

Politics Politics 3.1 2.2

20

Monthly Unique Visitors 000s: Sep 2009

53,047

29,998

20,878

17,184

38,032

3,190

11,369

10,114

2,827

5,490

4,347

21

UK Monthly Unique Visitors 000s: Sept 2009

22

Daily Unique Visitors 000s: Sept 2009

2,134

2,542

976

995

1,959

139

446

491

133

268

210

23

UK Daily Unique Visitors 000s: Sept 2009

25

Most Popular Entry Points Sep 2009

26

Online national Newspapers accessed via mobileSept 2009 based on global visits

27

Online National Newspapers accessed via mobile Sept 2009

1,703,399 = 0.71% of Total global visits

29

Global Top 10 Referring Domains – Sept 2009

Referring Domain - GlobalSum Of Unique

VisitorsSearch Engines - Global

Sum Of Unique Visitors

Direct Traffic 33,360,433 Google 50,067,209

Drudgereport.com 7,692,503 Yahoo 5,720,880

Facebook.com 1,709,547 MSN 2,499,953

Yahoo.com 1,412,214 AOL 660,151

Stumbleupon.com 1,335,894 ASK.com 344,053

bbc.co.uk 1,141,451 Search.bt.com 115,301

Digg.com 1,084,835 Virginmedia.com 111,201

Wikipedia.co.uk 861,099 Search.conduit.com 64,940

Fark.com 742,508 Search.mywebsearch.com 46,164

Reddit.com 662,338 Search.orange.co.uk 42,600

30

UK Top 10 Referring Domains – Sept 2009

Referring Domain - UKSum Of Unique

VisitorsSearch Engines - UK

Sum Of Unique Visitors

Direct Traffic 14,448,121 Google 23,011,715

News.bbc.co.uk 696,146 Yahoo 2,356,191

Facebook.com 508,798 MSN 1,347,707

en.wikipedia.org 281,162 AOL 424,327

Twitter.com 181,716 ASK.com 208,034

newsnow.co.uk 164,703 Search.bt.com 115,287

bbc.co.uk 134,414 Virginmedia.com 99,382

Drudgereport.com 128,516 Search.orange.co.uk 42,591

Digitalspy.co.uk 95,515 Search1.sky.com 37.202

Stumbleupon.com 95,259 Search.conduit.com 26,461

31

1 THE SUN 26 TIMESONLINE 51 DREAMTEAMFC 76 CASTER SEMENYA

2 DAILY MAIL 27 DREAM TEAM 52 WWW.THESUN.CO.UK 77 MIRROR NEWSPAPER

3 GUARDIAN 28 THE INDEPENDENT 53THE GUARDIAN NEWSPAPER

78 KINDRED SPIRITS

4 SUN 29 EVENING STANDARD 54 BIG BROTHER 79 THE SUN ONLINE

5 THE TIMES 30 MIRROR 55 PAGE3.COM 80 SUN NEWSPAPER UK

6 THE SUN NEWSPAPER 31 SUNDAY TIMES 56 SUN NEWS 81 SUSAN BOYLE

7 TIMES 32 MAIL ON SUNDAY 57 DAILY MAIL ONLINE 82 TELEGRAPH JOBS

8 THE GUARDIAN 33 DAILY RECORD 58 GUARDIAN UNLIMITED 83 DAILY MIRROR UK

9 TIMES ONLINE 34 THE SUN DREAM TEAM 59 GUARDIAN FOOTBALL 84 TIMESONLINE.CO.UK

10 THESUN 35 THESUN.CO.UK 60 SUN ONLINE 85 THETIMES

11 SUN NEWSPAPER 36 THE TIMES ONLINE 61 GUARDIAN.CO.UK 86 DAILY MAIL NEWSPAPER

12 GUARDIAN JOBS 37 THE SUN UK 62 LONDON SUN 87 UK SUN

13 DAILY MIRROR 38 GUARDIAN NEWSPAPER 63 SUNDAY MAIL 88 THISISMONEY

14 DAILYMAIL 39 DREAMTEAM 64 THE DAILY MIRROR 89 NEWS

15 THE DAILY MAIL 40 SUNDAY MIRROR 65 GUARDIAN UK 90 JOBS

16 THE MAIL 41 LONDON TIMES 66 TIMES ON LINE 91 PAGE 3 GIRLS

17 PAGE 3 42 MAILONLINE 67 WWW.DAILYMAIL.CO.UK 92 THE DAILY MAIL UK

18 MAIL ONLINE 43 DERREN BROWN 68 THE MAIL ONLINE 93 THE GUARDIAN JOBS

19 MAIL 44 CROP CIRCLES 69 THE OBSERVER 94DAILY MAIL FANTASY FOOTBALL

20 INDEPENDENT 45 KATIE PRICE 70 THIS IS LONDON 95 JAYCEE LEE DUGARD

21 THE MIRROR 46 DAILYMAIL.CO.UK 71 THIS IS MONEY 96 HOROSCOPES

22 SUN DREAM TEAM 47 FEMAIL 72 ENCOUNTERS 97 GUARDIAN ONLINE

23 DAILY MAIL UK 48 SUN UK 73DERREN BROWN LOTTERY

98INDEPENDENT NEWSPAPER

24 DAILY MAIL NEWS 49 KANYE WEST 74 MAIL ON LINE 99 THE SUNDAY TIMES

25 PAGE3 50 OBSERVER 75 SUNDREAMTEAM 100 THISISLONDON

Top Global Search Words – Sept 2009

32

1 THE SUN 26 PAGE 3 51 THIS IS MONEY 76 DAILY MIRROR UK

2 DAILY MAIL 27 TIMESONLINE 52 SUN ONLINE 77 THISISLONDON

3 GUARDIAN 28 THE SUN DREAM TEAM 53 SUNDREAMTEAM 78 GUARDIAN ONLINE

4 SUN 29 MAIL ON SUNDAY 54 WWW.THESUN.CO.UK 79 INDEPENDENT NEWSPAPER

5 THE SUN NEWSPAPER 30 DAILY RECORD 55 THE MAIL ONLINE 80 SUNDAY PEOPLE

6 THE TIMES 31 THE INDEPENDENT 56 KINDRED SPIRITS 81 DAILY MAIL NEWSPAPER

7 TIMES 32 SUNDAY TIMES 57 DERREN BROWN LOTTERY 82 THE MIRROR NEWSPAPER

8GUARDIAN JOBS

33DREAMTEAM

58THE GUARDIAN NEWSPAPER 83

WWW.DAILYMAIL.CO.UK

9 TIMES ONLINE 34 THE TIMES ONLINE 59 THIS IS LONDON 84 MIRROR BINGO

10 THE GUARDIAN 35 DAILY MAIL UK 60 TELEGRAPH JOBS 85 TIMES ENCOUNTERS

11 SUN NEWSPAPER 36 SUNDAY MIRROR 61 THE DAILY MIRROR 86 MEDIA GUARDIAN

12 THESUN 37 GUARDIAN NEWSPAPER 62 JOBS 87 THETIMES

13 DAILY MIRROR 38 DERREN BROWN63

NEWS88

PETER ANDRE

14 THE MAIL 39 PAGE3 64 THISISMONEY 89 TIMESONLINE.CO.UK

15 MAIL 40 THESUN.CO.UK 65 TIMES ON LINE 90 DREAM TEAM FC

16 THE DAILY MAIL 41 KATIE PRICE 66 MIRROR NEWSPAPER 91 STRICTLY COME DANCING

17 DAILYMAIL 42 DREAMTEAMFC 67 THE GUARDIAN JOBS 92 GUARDIAN JOBS UK

18 MAIL ONLINE 43 FEMAIL 68 GUARDIAN UNLIMITED 93 SUN DREAMTEAM

19 SUN DREAM TEAM 44 MAILONLINE 69 MAIL ON LINE 94 ENCOUNTERS DATING

20THE MIRROR

45BIG BROTHER

70DAILY MAIL FANTASY FOOTBALL 95

SHARES

21 DAILY MAIL NEWS 46 OBSERVER 71 GUARDIAN FOOTBALL 96 THE DAILY MAIL UK

22 INDEPENDENT 47 SUN NEWS 72 HOROSCOPES 97 THE MAIL ON SUNDAY

23 DREAM TEAM 48 SUNDAY MAIL 73 DAILYMAIL.CO.UK 98 KEITH FLOYD

24 EVENING STANDARD 49 DAILY MAIL ONLINE 74 THE SUN ONLINE 99 THE SUNDAY TIMES

25 MIRROR 50 ENCOUNTERS 75 THE OBSERVER 100 SUN NEWSPAPER UK

Top UK Search Words – Sept 2009

33

Unique Visitors millions – Jan-Mar 2009 by week

UK AVG UV Global AVG UV

14.2 15.314.6 14.8 16.0 15.413.6 14.8 14.5 14.9 15.6 14.8 14.4

36.7

39.837.8 38.4

39.742.6

35.2

38.236.4

37.640.7

37.8 38.4

34

Unique Visitors millions – Apr-Jun 2009 by week

UK AVG UV Global AVG UV

34.1

13.0

34.4

12.6

35.9

12.8 12.8 14.112.8 13.1

33.335.1

33.7 33.632.8

12.413.914.1 13.4 13.5

36.736.2 36.737.6

13.1

36.6

35

Unique Visitors millions – Jul– Sept 2009 by week

UK AVG UV Global AVG UV

13.712.513.1 12.8 12.5 12.9 12.9 12.9

36.7

31.833.1 32.4 32.0

31.833.6 32.8

12.7 13.1 13.1 13.3

33.6

37.0

33.6 34.7

36

Unique Visits millions – Jan-Mar 2009 by week

UK AVG UV Global AVG UV

29.1 28.629.3 27.6 24.928.530.7 27.7 27.7 27.9 29.7 27.5 26.8

62.9 63.864.461.5

65.6 66.7

55.3

61.2 60.0 61.1

66.4

60.5 61.5

37

Unique Visits millions – Apr-Jun 2009 by week

UK AVG UV Global AVG UV

23.8 23.223.3 23.7 26.023.1 24.4 22.726.226.7

25.3 25.3 24.9

54.2 53.855.8

52.956.3

52.753.9

52.1

59.659.2 59.3 60.2 59.4

38

Unique Visits millions – Jul-Sep 2009 by week

UK AVG UV Global AVG UV

25.7 23.825.0 24.3 24.0 25.2 25.0 24.7

59.2

52.855.0 53.7 53.4 54.0 55.9 54.5 54.2

58.253.9 55.6

23.4 24.3 24.2 24.7

39

Average Unique Visitors & Visits by day – Sept 2009

Global Visits

UK visitors

UK Visits

Global visitors

40

UK Average Unique Visitors by day – Sept 2009

Homepage

News

41

UK Average Unique Visitors by day Sept 2009

Culture

Personal Finance

Lifestyle

Sport

42

UK Average Unique Visitors by day Sep 2009

Service

Science Tech& Nature

Commentary

Business &Finance

Politics

43

Global Average Unique Visitors by day Sept 2009

News

Homepage

44

Global Average Unique Visitors by day – Sept 2009

Culture

PersonalFinance

Lifestyle

Sport

45

Global Average Unique Visitors by day – Sept 2009

Service

Business &Finance

Commentary

Science/Tech& Nature

Politics

46

About Noa

• Noa covers the online sites for participating NMA member titles: Mail online, Guardian online, Independent online, Mirror online, Sun/NOTW online, Times online and Evening Standard online.

• For all the aggregated metrics, Noa provides both global and UK data.• For individual site data only UK data has been charted• Where the individual site data shows the same pattern as the aggregated data, we have provided the data in the appendix • Noa is designed to be complementary to other data sources such as ABCe and BMRB. • Noa will show a variation from individual newspaper site ABCes, as no two systems are ever identical• Noa is benchmarked against the ABCes to ensure that differences are within a reasonable margin• Noa uses one methodology applied across all participating NMA member sites to provide a transparent and consistent measurement.