Many politics sites draw partisan audiences, but Politico strikes a perfect balance

comScore
New research from comScore shows that “while political blogs and sites may attract a good amount of visitors from across party lines, they are still more likely to regularly engage visitors who share the same views.” Among the sites studied, Politico has the most balanced audience with 29 percent of readers identified as Democrats and the same percentage identified as Republicans. Daily Kos has the highest percentage of Independents, 46 percent of their readers. The political affiliation is based on voter registration.

Political news sites draw visitors from diverse political leanings. (comScore chart)

But many sites tend to engage one political ideology much more than the other. (comScore chart)

Huffington Post’s Politics section was the most heavily visited of any politics sites in this category, with 9.2 million unique visitors in February. In Sepember, comScore placed HuffPost Politics number one, with CNN Politics second and Politico third among the sites studied then. In this study of February visits to a smaller selection of political sites, Drudge Report was second with 4.9 million uniques, NewsMax sites were third and Politico was fourth.

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  • http://roxannecooper.tumblr.com Roxanne

     That seems disturbing. I mean, if comScore knows, then advertisers know. Think about it.

  • Anonymous

    I don’t know all the details about how this works, Roxanne, but comScore work with a partner company that uses information from voter registration to determine the party affiliation. So they know a person is registered with a certain party as they track the browsing activity.

  • http://roxannecooper.tumblr.com Roxanne

    They have to be sites enrolled in comscore’s service (i.e. paying comscore).

    Also, there are dozens of sites that reach more monthly uniques than TPM etc. (cough-rawstory.com-cough)

    But the bigger question is how does comscore derive an online reader’s registered party affiliation?
     

  • http://twitter.com/vouchersmate vouchersmate

    Nice post, thanks Jeff, you are right that some website try to attract visitors but now a days people not fool, then believe only those website which provide authentic news.

  • http://www.poynter.org Poynter

    The study doesn’t explain why they picked the sites they did, so I’m not sure. You could try contacting the report’s authors: Andrew Lipsman and Carmela Aquino; their email address is
    press@comscore.com –Julie Moos, Director of Poynter Online

  • Anonymous

    Interesting post. I wonder why wasn’t realclearpolitics.com included? It’s a conservative-leaning site, and I’m a liberal, but I probably spend more time there than anywhere else.