Network television websites see huge traffic increases

Consumers interested in online video are increasingly turning to network television websites to get their fix. According to a new report from Nielsen Online, television network websites saw an average increase in traffic of 155% during the month of September.

by Kristina Knight

This increase came as networks were debuting their new television season, which could have contributed to more viewers, however, it is interesting to note that viewers were logging on to the Web instead of simply switching on their sets.

Jon Gibs, vice president, media analytics, Nielsen Online said, "Consumers are increasingly relying on the Web to catch up on content they missed when it aired on television and the networks are beginning to capitalize on this trend. Case in point - anyone who didn't see Tina Fey's impersonation of Sarah Palin on 'Saturday Night Live' had to log on and watch it or risk having nothing to say around the proverbial water cooler."

Network giants NBC and ABC saw the bulk of online viewers (more than 5 million each) while CBS accounted for about 3.2 million viewers online. Fox only drew about 1 million online viewers. However, Fox watchers viewed clips longer; on average, Fox watchers spent 114 minutes viewing clips while CBS, ABC and NBC each saw viewers spending about one-third as much time watching clips.

From August to September, viewers watched 10% more streams online; the bulk of viewers are still tuning in to YouTube.