Bauer Media’s Now to Love has broken a new record of 2.1m unique audiences, up 17% from last month and 75% this year (since January 2019), moving into fourth position in the Family & Lifestyle category, according to Nielsen’s latest DCR data.
Original and local content produced by the Now to Love editorial team was the key driver of engagement across the site in March, with readers spending an average of 3 minutes and 38 seconds reading and watching MAFS content. Royals and parenting content that speaks to Australians is also a key driver of engagement with audiences. Advertiser led native content is delivering an average dwell time of 3:59 seconds, well above the market average.
Fiona Baker, Digital Content Director of Now to Love, said: “It’s very exciting to see the impact Now to Love has had in such a cluttered and competitive category, especially as we’ve only been around for a little over two years.
“Our strategy to deliver original and targeted content our audience is hungry for – and in the past couple of months that has been all things reality TV and Royals – has certainly been behind our staggering success of recent months, along with the unrivalled opportunity to collaborate brand-first with heritage brands like Woman’s Day, Women’s Weekly and TV Week.
“We’ve also recently unveiled a refreshed and redesigned platform to give audiences more of what they want and upgrade the user experience.”
BAUER DIGITAL PERFORMANCE
The overall network numbers according to Roy Morgan Audiences show that UAs visiting the wider To Love brand networks sites, including recently launched food site womensweeklyfood.com.au and homestolove.com.au, have grown 9% month on month, and 29% year on year. PVs are up a massive 112% year on year to 15.9m with dwell times for articles double that of the market average.
HOMES TO LOVE
With Bauer Media’s Homes to Love brand network, the site’s monthly digital audience has more than doubled in the last six months (up 118% in UAs and 120% in PVs). Bauer’s Homes category social accounts have also grown a huge 62% year on year to a combined total of 3.6 million social connections across Facebook, Instagram and Pinterest.
Amber Manto, Digital Content Director – Homes & Food, Bauer Media said: “Homes to Love’s growth has been assisted by the acquisition of Inside Out and Country Style. This acquisition has created opportunities for us to reach a new audience, and develop even more engaging content covering every life stage and budget.
“The next exciting chapter for homestolove.com.au is the introduction of our new Directory section, which will give users access to listings of trusted experts and suppliers to help them build, renovate and style their dream home.”