Associated Northcliffe Digital has released figures revealing 100 per cent uplifts in visitors to two of Northcliffe Media's regional companion sites - thisisgloucestershire.co.uk and thisishull.co.uk - during the summer floods in those areas.

More than 200,000 people visited thisisgloucestershire.co.uk during July and more than 180,000 visited thisishull.co.uk during June.

This is more than twice the average for both sites in comparison to the previous six months.

The huge increases in site visits were driven by local residents logging on for updates on the floods and water supply issues.

Northcliffe Media has accelerated its digital regional newsrooms rapidly over the past 18 months, which has led to an increase in site activity for more localised news.

Both websites also recorded significant increases in audience interaction. In excess of 500 images of the floods, supplied by Hull residents, were published on thisishull.co.uk, while thisisgloucestershire.co.uk received over 3,000 reader comments in one week at the height of the crisis, when the normal average is 300.

Michael Pelosi, managing director of Northcliffe Media, said: "Local digital media now plays an integral part in people's lives.

"They are able to log on to their local online portals – such as thisishull.co.uk and thisisgloucestershire.co.uk – to access the latest information on issues and events that directly affect them.

"However, as the statistics demonstrate, in times of crisis, people need regular information updates, which we were able to provide via our online portals."