Traffic across the TownNews customer network — made up of
more than 2,000 newspaper, TV, radio, and web-native news sites — has spiked
sharply, the company reports.
TownNews
customer sites are on pace to deliver one billion unique pageviews in March.
From March 1 to March 22, the digital service provider’s media clients saw a
massive influx compared to the previous 22-day period. Visitor sessions jumped
48%, unique visitors have increased 40% and unique pageviews are up 44%.
The
escalation began on March 9 and continued at a steep double-digit rate as the
COVID-19 pandemic continues to have an impact.
The
increase in pageviews has led to a similar increase in ad impressions. Daily global
programmatic advertising revenue has seen big gains,
Any
increase in programmatic revenue will not make up for steep advertising losses
both in-paper (ROP) and preprint inserts, TownNews notes. Broadcasters will
also see steep declines in spot advertising, especially from local small
businesses, due to ordered closures from local, state and national governments,
the company says.
Piano’s
global data across hundreds of major news publishers also shows surging demand
for news. “This bump is not evenly distributed. The subscription spike is most
pronounced in Europe , particularly among
European newspapers and digital natives that are keeping their paywalls intact.
For European newspapers, subscriptions rose 267% last week. In the U.S., where
many news publishers are putting COVID-19 coverage outside the paywall in
service of the public health, digital subscriptions rose 63% in the past week,” according to Piano.
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