Why an Online Presence Adds an Important Feature To Your Visibility

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.

Please note: I reserve the right to delete comments that are offensive or off-topic.

  • Jeff Reid

    Hi, Phil. – when IPTV really takes off, This is a major windfall opportunity for the graphic design world. Man, are they going to be busy…the websites will have to immediately compete with the look and feel of the major networks and cable channels in order to keep the continuity. Mostly because the web-page will be 1 click away on the same HD-screen. From NBC to MSNBC.com in 3 seconds. Or, perhaps with the web-interaction as a border/frame, and the broadcast picture nestled in the middle. Is the rest of the internet world anticipating this wave? The TV sets may be web-ready, but are the websites truly ready for Primetime???

  • Phil, on the graph I'd like to see the breakdown of internet-video vs. internet-text.  We're seeing a great difference between our written blog/essays and our podcasts (just audio).  Given the statistics on reading, does your "Online Presence" really equate to YouTube for religious sites?

  • Phil

    Dan Rupple from Seriously Funny Entertainment sent me this note about the post:

    This day part ratings is very revealing, telling us a lot about the profile of the various media users. Radio is obvious: AM drive for listeners STARTING their day in their cars on their way to work. TV peaking at prime time as people are WRAPPING UP their day at home. But Internet usage is high while we are ABOUT our day. We are hitting the Internet while we are at work, at school or waiting in a check-out line. What does this say about the programming that is being consumed on line? 1) Internet content needs to be brief. The active user has an extremely limited time for viewing…a quick comedy pick-me-up before a meeting; a short sound bite news update as I rush to class; or a 60 second movie trailer before I decide what to do with a Friday night. 2) Internet content needs to be mobile. People are on the run. The days of desktop computer has given way to laptops. Phone booths to the cell phone. And now iPods to the iPhone. As a digital media content provider, this is terrific substantiation of the difference of producing for television versus Internet.

    Dan Rupple – Seriously Funny Entertainment

    [email protected]