9Honey Claims No.1 in Lifestyle as Married at First Sight Drives Audience Growth

Leading women’s lifestyle network 9Honey was the number one Australian lifestyle website in February, with Married at First Sight and other exclusive content driving audience figures to a record high of 3.8 million*.

9Honey has overtaken News Corp’s Whimn, which had a unique audience of 3.7 million*, for the first time, due to a month-on-month audience increase of 21.7 per cent. 

The audience growth for 9Honey comes as Married at First Sight continues to record exceptionally strong audiences in television, broadcast video on demand (BVOD) and  also online, with viewers logging on to 9Honey for the best recaps, interviews and behind-the-scenes content from Australia’s most popular social experiment. 

In February, 9Honey secured an exclusive video interview with Jenny Morrison, the wife of Prime Minister Scott Morrison, in her only solo media appearance in the lead-up to the federal election.

“We had a clear brand strategy from the beginning and we have not deviated from it,”  Helen McCabe, Nine’s digital content director, said. “Basically 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 stop to scroll for a bit of a break when they jump on the train, or stand in line at the coffee shop.

“We knew we could eventually be the number one lifestyle brand but this is a bit earlier than predicted.

“To have pulled it off in just over two years is a fantastic result. We have done it with the support of every aspect of the Nine business. If you watch the Honey spin-offs, such as the chat segment in the afternoon news, Talking Married on 9Life, our Honey Mums podcast with Deb Knight and the popular columns by Sylvia Jeffreys, you can see this is where we have leveraged our unique advantage.

“Thanks to the whole team, especially the dedicated writers on Honey and everyone  who worked tirelessly to produce the new-look site late last year.”

9Honey has recently ramped up its team of columnists, with Victoria Arbiter, Rosie Waterland, Bec Judd and Roxy Jacenko all joining as contributors. The 9Honey network is keen to maintain its distinct difference by producing trusted original stories that resonate with its mainstream female audience.

*Source: Nielsen Digital Content Ratings, Monthly Tagged, February 2019, Multi-category Family & Lifestyle sub-Category, Text, People 2+, Census.

Tuesday, March 12, 2019