Skip to content
Transport Automotive

New audience data confirms as Australia’s No.2 online automotive platform 4 mins read




New audience data confirms as

Australia’s No.2 online automotive platform


  • First public release of Ipsos iris online automotive category audience shows 45% YoY growth for
  • Result underpinned by heightened consumer demand for quality car content


SYDNEY NSW, THURSDAY 28 MARCH 2024 The inaugural release of independent audience measurement data for the automotive category from Ipsos iris today confirms as Australia’s second-most-visited online automotive platform in February 2024, behind market leader


A graph of blue bars with white textDescription automatically generated


Ipsos iris is the only audience measurement provider that has been endorsed by the Interactive Audience Bureau (IAB), the peak governance body for the Australian online advertising industry.


The data released today is the first online automotive platform audience data Ipsos has made publicly available since it commenced measuring monthly audiences for the category in early 2023.


According to the February 2024 data, Carsales reported a 27% share of available online audience and Drive 21%, with the brands together accounting for nearly half of the national audience for online automotive content.


Australia’s core automotive editorial and car classifieds platforms recorded the following monthly audience volumes and category shares:


Automotive Category Online Audience

Ipsos iris Feb 24



   Feb 24




















Total Automotive Category Audience




Drive CEO Simon Halfhide welcomed the public release of the Ipsos iris data, saying that after a lengthy period without automotive audience benchmarking data, Ipsos iris would now serve as the key independent and trusted reference point that media buyers, advertisers and auto brands needed.


“The IAB is pleased to see more ratings data for the automotive category available in market. The industry endorsed digital audience measurement currency, Ipsos iris, continues to be embedded across the publisher and agency ecosystem. A measurement system that provides comparable and inclusive market data on thousands of websites and apps every month with the same methodology underpinned by a media quality cross device panel is an incredible resource for the industry.” Said Gai Le Roy, CEO of the IAB Australia.


“Integrity and transparency are central to the Drive brand, and we’re delighted that there is now one, independently backed audience source now available for our industry,” said Mr Halfhide.


“To see a 45% YoY* increase in audience to Drive over the last year is a credit to our talented team of automotive experts and to the broader industry that has supported our journey over the last three years,” he said.


“Today’s Ipsos data sees Drive realise our vision to be the clear no.2 destination for Australian car buyers, over what has been a period of immense change in the automotive industry.”



A graph showing a line of carsDescription automatically generated


“Our audience growth over the past 12 months has been underpinned by consumer hunger for knowledge and trusted car advice. Drive is an inclusive brand that connects with all types of Australians, through their channels of choice. More Australians are experiencing Drive online and via TV, BVOD, print and radio, and discovering our deep, authoritative editorial content, range of buying guides, annual Drive Car of the Year awards, weekly car lifestyle TV shows and our newly relaunched automotive marketplace that includes cars for sale and sell my car products.”


“We’re well on our way to reimagining the iconic brand equity Drive has created over the last 27 years. Drive is now a genuine automotive lifestyle network and high-quality car marketplace. We look forward to cementing our leadership position more deeply in 2024, including the launch of a new Customer Data Platform deeply integrated with the Nine Group,” he said.




*Source; Ipsos iris Online Audience Measurement Service February 2023 to February 2024 (; February 2024. Age 14+, PC/laptop/smartphone/tablet, Text only, Brand Group, Note the following Brand Groups are not tagged and therefore do not include all off-platform audiences: Carsguide, Autotrader,, Automotive Category, Audience (000s)









As Australia’s most comprehensive automotive media network, showcases the best of all things automotive. Drive’s expert editorial team provides trusted advice helping to simplify the Australian motoring landscape for all types of drivers. Over 2.46m** Australians visit our online network each month, where thousands of articles, including over 200 videos are published each year alongside thousands of high-quality new and used cars listed for sale within its marketplace.


With 15.5 million viewings across 351 episodes airing across Nine, NineHD and NineGem and a 46% female audience, Drive TV continues to reach more Australians and represents a greater portion of the new car buying market in Australia. Launched in 2022 on Nine, each episode is available on eight different platforms spanning TV, digital and social offering unrivalled automotive broadcast content with 256,000 streams to date.



Press contacts:

PR & Trade Communications Manager, Drive

Hayley O’Grady



Senior Communications Manager, Nine

Adrian Motte




More from this category

  • Transport Automotive
  • 17/04/2024
  • 14:48
Australasian Railway Association

Rail industry celebrates 10th anniversary of Rail R U OK? Day

Rail industry marks 10th anniversary of Rail R U OK? Day The Australasian Railway Association (ARA) is proudly supporting the milestone 10th Anniversary tomorrow of Rail R U OK? Day, a joint initiative between the TrackSAFE Foundation and R U OK? ARA Chief Executive Officer and TrackSAFE Foundation Director Caroline Wilkie said it is wonderful to see Rail R U OK? Day mark 10 successful years of building safer and more supportive workplace cultures across the rail industry. “It is fantastic to see this initiative continue to grow and strengthen over the past decade and this is testament to the…

  • Contains:
  • Transport Automotive
  • 17/04/2024
  • 12:00
DB Schenker Australia and New Zealand

Daimler Truck chooses DB Schenker to operate major new warehouse in Melbourne

Daimler Truck has selected global logistics leader DB Schenker to operate its new 20,000 square metre warehouse in Melbourne, encompassing more than 44,000 SKUs…

  • Contains:
  • Government NSW, Transport Automotive
  • 17/04/2024
  • 10:38


Tomorrow (18 April), the NSW Minister for Regional Transport and Roads, The Hon. Jenny Aitchison, will join veterans and staff from CDC NSW to officially unveil a special commemorative “Anzac Spirit” bus that pays tribute to Australians who currently serve and have served in the Australian Defence Force. The “Anzac Spirit” bus will travel around the Hunter Valley and features a custom exterior wrap design depicting iconic images and symbols honouring the Australian and New Zealand Army Corps who served their country proudly. A media release will be shared at the press conference. Time: 8:30am, Thursday 18 April 2024 Address:…

Media Outreach made fast, easy, simple.

Feature your press release on Medianet's News Hub every time you distribute with Medianet. Pay per release or save with a subscription.