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Sydney Morning Herald

smh.com.au
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Overall score
74.7Good
—
Rank
#62
Prev: #0
media avg
60.0
82 peers
Agent runs / week
1
Across 1 providers

Breaking news from Sydney, Australia and the world. Features the latest business, sport, entertainment, travel, lifestyle, and technology news.

Markets
AU
Locales
en
Opportunity cost · media

Sydney Morning Herald could be leaving ~$2,580,600 in subscription & ad revenue on the table every year

Stunt Double’s 2027 agent-traffic model projects 34% of content discovery and subscription sessions in the media sector will be initiated or completed by AI agents[1][2]. Sydney Morning Herald currently scores 74.7 on the Stunt Double Index[3], with a 25-point gap to the ideal agent experience (100). The loss figure below applies that gap to the projected agent-driven slice of a typical annual subscription & ad revenuebaseline for this sector — it is a directional estimate, not a measured conversion rate.

Gap to leader
25.3 pts
Above media avg
0.0 pts
Modelled revenue at risk
$2,580,600

Estimate assumes a $30M combined subscription and ad-revenue baseline. Claim your domain to replace this placeholder with your reported subscription & ad revenue.

Sources
  1. [1]Gartner (2025) — Intelligent Agents in AI Really Can Work Alone. Here’s How.
  2. [2]Adobe Analytics (2025) — Generative AI traffic to U.S. retail sites (weekly trend)
  3. [3]Stunt Double (2026) — Stunt Double Index methodology & scoring rubric

Category breakdown

Brand awarenessCan agents recognise you exist?
100
DiscoveryWill they pick you?
75
Information retrievalCan they read your site?
100
Market rankingWhere do you sit in the lineup?
35
AccuracyDo they tell the truth about you?
100
Task completionCan an agent complete a task on behalf of a user?
80
Delegated accessDo you let agents in, safely?
24
Contact & communicationCan an agent reach a human?
75

By agent provider

By agent provider
Session quality, 30-day rolling, N ≥ 10 per provider
Claude
Anthropic
0.0
ChatGPT Agent
OpenAI
70.0
Gemini
Google
0.0
Perplexity
Perplexity
Copilot
Microsoft
Browserbase Operator
Browserbase

Where agents get stuck

Public summary · full session replay available to verified owners
lowDiscovery
No llms.txt. You miss the emerging standard for giving agents a curated map of the site.
mediumMarket ranking
No Product/Service schema on the homepage. Agents can’t easily compare offerings.
lowMarket ranking
No review or aggregateRating schema. Agents have no signal for ranking vs peers.
mediumTask completion
No mention of delegated auth primitives (passkey, OAuth, MCP). Agents must drive a full browser session.
highDelegated access
No MCP manifest. Agents can’t auto-discover tools or delegated capabilities.
highDelegated access
No public API docs detected. Agents have no scoped way in; they must drive a browser.
mediumDiscovery
Claude is disallowed by robots.txt.
Evidence: Tokens checked: claudebot, claude-web, anthropic-ai
mediumDiscovery
ChatGPT Agent is disallowed by robots.txt.
Evidence: Tokens checked: gptbot, chatgpt-user, oai-searchbot
mediumDiscovery
Gemini is disallowed by robots.txt.
Evidence: Tokens checked: google-extended, googlebot
mediumDiscovery
Perplexity is disallowed by robots.txt.
Evidence: Tokens checked: perplexitybot, perplexity-user