Was digging through Netview today and noticed some really weird stats around 2 of Fairfax’s ‘marquee’ properties – The Vine and Essential Baby.
Some questions if I may …
How come 60% of Essential Baby’s users are male, when if you look at gender splits across sites like Baby Centre and Bub Hub they’re generally 65%+ female?
And how come 67% of The Vine – ie, the 18-29 targeting youth website – are over 35 years of age.
These aren’t made up stats – they’re part of the new Netview panel numbers.
The question needs to be asked, when an advertiser is buying either Essential Baby or The Vine … what are they really buying?
Are they buying hip youth or new Mum’s … or are they buying the same general older male audience they could get across The Age or SMH?