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Saturday, February 24, 2024

MySpace Passes Yahoo In Page Views But Not Audience

I’ve been waiting for comScore to publicly post figures on November 2006
traffic before pointing to the news of MySpace topping Yahoo in terms of page
views. But everyone’s getting into it, so I’ll pass it along now as well.

Stats are

from the Associated Press

News Corp.’s MySpace recorded 38.7 billion U.S. page views last month,
compared with 38.1 billion for Yahoo, according to comScore Media Metrix.
MySpace’s growth was 2% over October and triple the 12.5 billion recorded in
November 2005.

The AP also notes:

ComScore had planned to release the numbers Wednesday or Thursday, but word
of the figures leaked in an analyst report from UBS Investment Research.

They didn’t leak. UBS, along with other companies, purchases the right to
early release of comScore data. Then a few days later, comScore releases some of
this to the world.

The figures were put out in a UBS research note from Benjamin Schachter, who
gets cited in this Red Herring

. I get Ben’s notes regularly (and they’re good), as do many others.
For ages, his clients get comScore figure out a few days before the general
public. As I said, I usually wait until the public data is out there before
touching on them.

Want the full rundown? Watch
. That’s the comScore press page. You can see the October ratings
here. Note
that those won’t be page views but rather share of visitors. Yahoo’s still up in
that, and here’s some spin on the page views from the AP article:

Yahoo, which last week announced a major reorganization after finding
itself repeatedly beat in advertising sales by rival Google, still remains the
leader in unique audience, with 130 million visitors in November.

"Yahoo continues to be the overall Web audience leader with the largest
number of unique users and most time spent online. The page view change in
November is related to the use of Ajax and other Web 2.0 technologies across
the Yahoo network," Yahoo spokeswoman Nissa Anklesaria said Tuesday.

"These technologies enhance the overall user experience, but do not either
generate a page view or qualify to be counted as a page view while the user is
engaged with the product," she said.

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