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BizReport : Trends & Ideas : April 05, 2007
NBC leads broadcasters' websites
Network television websites are fast becoming an online favorite. Whether users want the latest news or show information, they are logging on faster than ever.
According to research from Hitwise.com, NBC.com is leading the other broadcast television websites with 37% of visitors heading there first in March. NBC's traffic increased 10% over February traffic. ABC.com was second highest with 30% of visitors, followed by CBS.com (16%) and FOX.com (8%). The CW received 7% of broadcast website traffic and MyNetworkTV.com received .26%.
What are the users looking for online? Most search for show information, according to Hitwise. Fox's American Idol was the most searched for television show, following by NBC's Deal or No Deal and ABC's Dancing With the Stars and Lost.
With so many users heading to broadcast websites, advertising on the sites is a good investment for marketers. Research has shown that advertising on websites out of context is a good way to increase conversions. Rather than advertising a travel deal on a travel website, where users are likely looking for something specific, advertising a vacation package deal on a non-travel website is a way to peak user interest.
The national websites are a good place to begin, but marketers should also investigate advertising on local broadcaster affiliates. This is a good way to appeal to those very important local consumers.
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