The main advantage of Media Time as core KPI for newsrooms is its simplicity. Everyone understands the concept at once. The more time a user spends on the site, the better. The second advantage is the easy integration in the workflows. You can measure the Media Time from the whole news site down to a single article. Or from the complete newsroom down to a single editor.
In the DRIVE initiative, we measure the Media Time for literally everything and compare it between the publishers. Although we know that user behaviour is very comparable, the differences between the publishers are astonishing, even up to 100%, as the following analysis shows.