The ad started a dispute among rival papers, which argued the figure was radically different from those audited by other authorities such as ABCe and Comscore.According to ABC Electronic, Guardian Unlimited had 13.8 million unique users in November 2006, followed by Times Online with 9 million, The Sun online with 7.6million, and Telegraph.co.uk with 6.4 million.The complainant, believed to be from a rival newspaper, challenged whether two months’ data from Hitwise was sufficient to substantiate the “no. 1” claim, especially as Hitwise does not measure unique users, meaning that the same visitor could be counted many times.The Telegraph maintained that while other newspaper websites received more traffic, telegraph.co.uk received more UK-only visits.The small print qualified the statement with the following additional information: “Telegraph.co.uk was visited more times than any other newspaper website between Jul-Sep 06. SOURCE: Hitwise.co.uk, based on UK visits only.”
United Kingdom
Advertising Standards Authority clears Telegraph ad
LONDON - The Advertising Standards Authority has thrown out a complaint against a Telegraph Media Group ad campaign featuring the strapline “Britain’s No.1 quality newspaper website”.
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