Michael Boerner at iQuestions shared an interesting chart with me recently on how Nielsen Media Research tracks the impact of internet advertising. It’s a “visibility map” and I’ve attached it as a .pdf to this post. The chart reveals that the prime time viewing audience for TV is evening hours between 7-10pm (nothing new there). Likewise, the radio prime time is early morning drive time, and slowly falls off over the course of the day. But the internet brings a different perspective altogether. The internet “prime time” creates a
bump over the daytime hours. In other words, during the low time when TV is building and radio is losing audience, the internet is cranking. As you can see from the chart, it’s peak is about 3pm. It’s also interesting that the lowest rating periods for the internet are higher than the lowest ratings for TV (morning) or radio (evening).
Based on this Nielson research, adding internet advertising, promotion, or programming to your media mix will make you far more visible during the day when both radio and TV are delivering less than their best audiences.
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