News

Packing an online punch

Broadcasters are jumping online faster than you can say 'right click,' and Nielsen//NetRatings has been monitoring the top online broadcast media destinations and demographic data for broadcast media accordingly.
September 1, 2006

Broadcasters are jumping online faster than you can say ‘right click,’ and Nielsen//NetRatings has been monitoring the top online broadcast media destinations and demographic data for broadcast media accordingly.

Speaking to the relevance of broadband to his clients, Nick Barbuto, director of interactive solutions at Cossette Media Toronto, part of Canada’s largest marketing communications firm, says clients have welcomed it because ‘it means we can deliver more content or substance within our message.’

He notes his clients are very receptive to broadband video opportunities, which allow them to run a 15- or 30-second audio/video spot ‘in a place they know their audience is spending more and more time – online video viewing destinations.

‘It’s a better advertiser experience, where you’re not just one of 15 advertisers within half an hour – you’re one of usually two,’ Barbuto says. ‘In terms of impact, it’s a lot greater because the end consumer is not going to get up and walk away for two minutes then come back and watch their show. It’s only 15 seconds that they have to sit through, so they might as well sit there and watch it.’

Demographic Data for Broadcast Media Category
Category Target Unique Audience Composition (%)

ALL Total 100

Gender
Male 48.9
Female 51.1

Age
2 – 11 4.7
12 – 17 7.54
18 – 24 5
25 – 34 15.24
35 – 49 35.61
45+ 43.7
55+ 20.64
65+ 7.59

HOUSEHOLD INCOME $0 – 24,999 6.32
$25,000 – 49,999 21.4
$50,000 – 74,999 27.06
$75,000 – 99,999 19.85
$100,000 – 149,999 15.69
$150,000+ 8.08
No Response 1.6

Top Online Broadcast Media Destinations

Brand/Channel Unique Audience (000)

NBC Universal 9,300
AOL Television 8,645
BBC 8,538
Clear Channel Online Network 8,148
MSN TV 6,744
Nick 6,383
TV.com 5,113
Yahoo! TV 5,036
CBS Television 4,279
Gannett Broadcasting 4,108
DirecTV 4,021
Discovery.com 3,944
PBS 3,547
ABC.COM 3,446
FOX Broadcasting 3,156
Oprah 3,075
TV Guide 2,726
CBS Radio Network 2,640
NPR 2,450
E! Online 2,367
MSN Rock Star: INXS 1,943
HBO 1,698
lifetimetv.com 1,681
XM Satellite Radio 1,553
Rainbow Media Network 1,504
COURTTV.com 1,382

Source: Nielsen//NetRatings | US, Home and Work | Period: July 2006

About The Author
Managing editor with realscreen publication, an international print and online magazine that covers the non-fiction film and television industries. Darah is an award-winning journalist who has spent over two decades covering a wide range of issues from real estate and urban development to immigration, politics and human rights, primarily with The Vancouver Sun. Prior to joining realscreen, she was editor of Stream Daily, realscreen's sister publication covering the dynamic global digital video industry. She also served a stint as a war reporter in Afghanistan for television and print, and was a national business blogger with Yahoo Canada.

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