Nearly Half of Spanish Internet users Read Newspapers Online in February

Ad Operations Leads as Most Visited Newspaper Site in Spain, Ranks a Close Second

LONDON, U.K. – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released its first report on the online readership habits of newspaper site visitors in Spain, based on data from the comScore World Metrix audience measurement service.

The total Spanish Internet audience stood at 18.3 million people in February 2009, of which 8.4 million visited an online newspaper site, representing a reach of 46 percent. was the most popular newspaper site, attracting 3.5 million visitors in February, followed by (3.3 million visitors), (1.9 million visitors) and (1.2 million visitors). During the month, 402 million pages of newspaper content were viewed online, with and accounting for more than a quarter of total page views.


Total Unique Visitors to a Selection of Leading Online Spanish Newspaper Titles*

Total Spain – Age 15+, Home & Work Locations**

February 2009

Source: comScore World Metrix


Property                     Total Unique    % Reach   Total Pages

Visitors (000)              Viewed (MM)

Total Spanish Internet Audience     18,282    100.0%         40,310

Newspapers                           8,393     45.9%            402                           3,508     19.2%             86                           3,289     18.0%             56                         1,906     10.4%             37                               1,248      6.8%             10

La Vanguardia                          825      4.5%             11                        600      3.3%              8                            469      2.6%              5                             458      2.5%              4                           374      2.0%              9                       361      2.0%              6


*Based on a selection of individual online newspaper titles; excludes group newspaper properties.

*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

“With nearly half of the total Spanish Internet audience visiting a newspaper site in February, the online channel is undoubtedly an attractive marketplace for news publishers,” said Mike Read, SVP and Managing Director of comScore Europe. “As a greater percentage of overall news consumption goes digital, it will become increasingly crucial for traditional newspaper brands to be able to understand and quantify their online audiences and ensure that they are generating value for consumers and advertisers alike.”

Other notable findings from the report include:
Of the 8.4 million Spanish Internet users who visited a newspaper site in February, 60 percent were male, and 69 percent were under the age of 45.
Heavy online newspaper site users (defined as the top 20 percent of visitors by time spent in the category) spent an average of 3 hours per visitor on newspaper sites during the month, more than 4 times longer than the average Internet user.
Of the 34.5 million mobile phone subscribers in Spain in January, 2.9 million accessed news and information via browser or download.
In total, 7.6 million people around the world visited in February, with 3.4 million of these visitors (45 percent) coming from the Latin American region.

About comScore
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