UVM (Unique Visitors Per Month)

UVM stands for unique visitors per month or the number of distinct individuals visiting a site each month. It is typically used to measure the popularity and reach of the website featuring your coverage. High UVM indicates strong, recurring interest and a large audience base.

UVM In Muck Rack

Muck Rack currently partners with SimilarWeb and Comscore to provide Unique Visitors per Month (UVM) for media outlets. If available, the UVM for a media outlet will be displayed directly on its profile page.

Shows a Media Outlet page with the 'UVM' details highlighted under the 'Media Outlet details' section

Media outlets are automatically updated monthly when any new or additional UVM data is available, so you always have the most up-to-date information we can provide via SimilarWeb and Comscore.

⚠️ Important: If SimilarWeb or Comscore isn't tracking a particular media outlet, we will display "N/A" for UVM to signify that the data isn’t currently available.

NOTE: Comscore measures UVM by the unique devices accessing the domain, while SimilarWeb measures UVM by unique people accessing the domain.

UVM vs. Audience

A Muck Rack media outlet profile has a wealth of information, including a bio, contact details, media markets, social media, and more. Of those, we display UVM and Audience as a way to see the potential reach of an outlet. But what's the difference?

Unique Visitors per Month (UVM)

UVM is the number of people who visit the outlet’s domain each month. A domain is what people type into their browser to find a website, e.g. nytimes.com. We partner with SimilarWeb to provide these UVMs.

NOTE: This is a strictly digital metric.

Audience

An audience (called circulation) number will only appear on print or broadcast outlets like magazines, newspapers, radio, and television shows. It represents a media outlet's total print distribution, radio listenership, or TV viewership. These numbers are sourced directly from an outlet’s media kit or auditing services.

For Broadcast clips, audience numbers are for the individual clip, not the TV or radio station. Therefore, if a Broadcast clip ran on CNBC with an audience number, there could also be other CNBC clips that do not have an audience number. You can learn more about the audience for broadcast clips in our Coverage Report Data article.

The Audience does not include any digital metrics like UVM. If you find a print outlet missing this information, select the "Request update" link in the top right corner of the media outlet page, and the Muck Rack team will research the information for you.

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UVM (Unique Visitors Per Month)

UVM (Unique Visitors Per Month)

UVM In Muck Rack

UVM vs. Audience

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