Revamped TV3 site 'is paying for itself'
Published 28/01/2010 | 05:00
THEY'VE yet to produce a single set of audited figures, but tv3.ie is already brimming over at the success of their rejigged website.
Launched in October 2008, tv3.ie commanded 535,400 unique users in December, up by more than four times on the new site's performance in its first month.
It's still a way to go to RTE.ie's 2.5 million unique users last May, as audited by ABCe, but tv3 online boss Peter Clerkin is thrilled nonetheless. "Our traffic numbers have surpassed our expectations," he said. "We are still a very young website and we can see our traffic growing on a monthly basis."
'Catch-up TV' has been a major driver of the new website's growth. When the service was launched in October there were 56 shows available, commanding almost 255,000 views.
By December, tv3.ie had secured web rights for 93 shows and monthly views were running at almost 1.1 million, Mr Clerkin says, with 'Coronation Street' and 'the Apprentice' among the most popular dispatches. The catch-up service has also contributed to a surge in the amount of time people are spending on the site, with average visits lasting almost 22 minutes in December compared to just over four minutes when the site launched.
Then, there's the revenue-generating potential, with tv3.ie short ad clips ahead of its catch-up shows helping to drive a 400pc increase in the site's revenue between its first month and December (though the December figure is likely to be influenced by seasonal pre-Christmas factors).
"The site's already paying for itself," Mr Clerkin says, adding that the future would see tv3.ie raise more of its revenue from outside "traditional" banner spots as it offers "more prominent interactive ad formats allowing the viewers to interact with brands in different ways".
As for audited figures, they're on the 'to-do' list, too, though the timing is a bit further out. "We are still building key elements on to our site, so, depending on our progress, I would hope that we would be in a position to do that within the next 12 months," said Mr Clerkin.