Telegraph’s ‘alternative’ football website Project Babb to stay after surpassing traffic targets
The Telegraph has extended its football website, Project Babb, which was launched as an alternative World Cup site, after it surpassed traffic expectations.
Rather than a news site, Project Babb is a stream of content designed to be shared.
The site has pulled in over five million page views to date and reached an average 1.4m unique browsers a month according to the Telegraph, peaking at 1.6 million visitors a month during the Brazil tournament.
It was also revealed 60 per cent of visits were driven from social media.
Adam Sills, head of sport at the media group said that there was also a record number of visitors to Telegraph Sport during the World Cup, “which has surpassed our traffic during London 2012 by a large distance.”
During the 33-day period of the 2014 Football World Cup Telegraph Sport accumulated 160 million page views at an average of 4.85 million per day.
Additionally, 42 per cent of all World Cup traffic was accessed via a mobile device.
Stills continued: “The number of visitors to our different sites via various devices is testament to the outstanding quality of our journalism and the new ways in which we are delivering it.”
At the launch of the site in May, Telegraph's director of digital content Kate Day told The Drum that staff were recruited through tweets appealing for writers who "live on the internet and love sport".
It is now produced by a team of four headed up by deputy digital sport editor Thom Gibbs.