Comparing your campaign or coverage performance is much easier when you have context. It might sound obvious, but without benchmarks or industry averages, it’s hard to know whether your results are actually good.
That’s why we put together the CoverageBook Benchmarks Report 2025. It looks at nearly six million pieces of coverage uploaded to CoverageBook during 2024 and gives you insights into:
- Average Domain Authority
- Average social shares
- Typical estimated views
Now, we are looking at the data and seeing how this differs per sector. We have already looked at fashion titles and in this post, we’ll focus on a cross section of tech related titles (both trade and consumer)
The media outlets in focus for this analysis were:
Consumer:
| Tech Radar | PC Mag | Gear Patrol | Tech Telegraph |
| Tom’s Guide | 9 to 5 Toys | Tech Crunch | Tech Target |
| CNET | T3 | Wired | Laptop Magazine |
| Digital Trends | The Verge | Computer Weekly | Gizmodo |
| Mashable | ZN Net | Engadget | PC World |
Trade:
| Tech Round | Data Center Dynamics | Global Data | Unite.ai |
| Tech Bullion | CFO Tech | Apple World Today | Quantum Computing Report |
| IBS Intelligence | Datacentre Solutions | Big Data Wire | Multiplatform.ai |
| The Register | Digital Media Net | Data Centre News | |
| New Digital Age | Digital IT News | Tech Monitor |
Representing outlets from a range of subtopics which contribute to tech and contributing nearly 22k URLs combined across our customer base.
Initial observations showed us that:
- Average DA for consumer outlets was higher for consumer titles
- Average views and engagements were higher for consumer outlets
The trade titles in our sample had DA scores ranging from 24 (CFO Tech, Datacente Solutions) to 90 (The Register) – resulting in an average DA score of 57.
The Register nudged the average DA score up for our B2B sample by five – without it the average DA for the tech trade outlets would have been 52.
Among the consumer focused titles in our tech coverage sample there was also variation in DA score – from Mashable (DA:94) to Techtelegraph.co.uk (DA:33).
There was also broad variation at outlet level in terms of potential article reach:
Tom’s Guide contains a lot of product reviews, which tend to rank well in terms of search visibility, contributing to higher than average article views. Similarly, articles on Tech Radar which were more akin to ‘category reviews’ (eg ‘Best VPN’ or ‘Best Vlogging camera’ performed better in terms of ECVs than product specific pages.
Broadly, consumer titles in the tech space garner more article views than in tech trade outlets. This is mainly due to their focus on reviews, whereas trade outlets often focus on specific stories, issues or announcements.
Notably, Unite.ai an AI driven platform (which also has human editorial contacts) which offers news, interviews and courses ranks well on average article views – although our customers were more likely to submit URLs from outlets such as Tech Round (which focuses on startups and growing tech) or Tech Bullion (which focuses on FinTech, regulation, crypto, blockchain etc).
- 23% of consumer focused tech articles in our sample received no social shares
- 67% of trade focused tech articles in our sample received no social shares (higher than we observed in our sample of B2B fashion or health outlets)
- We didn’t see any examples of content from this industry ‘going viral’ (ie being shared >10k times on social)
Here’s how your average social shares compare with our benchmark data for B2C outlets:
And what the typical volume of social shares are in our sample of B2B tech outlets:
- Tech consumer titles are using ‘evergreen’ URLs for category reviews which likely perform well in terms of organic search; they refresh content on these pages over time and adjust the ‘published date’ accordingly to trick the algorithm
If your consumer focused tech coverage receives more than 69 social shares, this means it is prompting better than average audience engagement, in trade titles this occurs if your coverage receives >7 social shares.
You can find more information here in part two of our 2025 CoverageBook Benchmarks report, which includes information for other industry verticals.
So what have we learned as we explored 2024 coverage benchmarks in the tech sector?
- Expectedly, consumer titles on average reach more people than trade titles, and are more likely to generate higher levels of social engagement.
- If your Estimated coverage views from consumer fashion outlets are higher than 25.4k, your coverage is performing better than average on reach.
- If your Estimated Coverage Views from trade tech outlets are higher than 1.8k, your coverage is performing better than average on reach.
- Some trade outlets perform as well as consumer titles in terms of Domain Authority.
