Bauer Media’s Now to Love has delivered a new record of 2.1m UAs (unique audience) in Nielsen’s latest DCR data, up 17% from last month and a staggering 75% since January 2019. This has seen the heartland digital network move into third position in the Family & Lifestyle.

Original and high-quality content produced by the Now to Love editorial team was a key driver of engagement across the site in March, coupled with the audience loving all things reality TV and Royals. In March audience spent an average of 3 minutes and 38 seconds[1] reading and watching Married at First Sight content. Advertiser-led native content is delivering an average dwell time of 3:59 seconds[2].

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 in the two years since it launched.

“Our strategy to deliver original and targeted content our audience is hungry for – which in the past couple of months that has been all things reality TV and Royals – has certainly been behind our great success of recent months, along with the unrivalled opportunity to collaborate 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. All in all, it’s been our honed and well-thought out content and audience development strategy that has seen Now to Love garner such a strong and engaged Australian audience.”

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 6 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.”

[1]Source: Google Analytics, Digital Audience – 26 Jan – 24 Feb – Australian General Population

[2] Source: Story54 Commercial Content Benchmark Report – 2017-2019