On average, global web users across 10 countries spent roughly five and a half hours on social networks in February 2010, up more than two hours from the same time last year.

With so much anticipation for Tiger’s return to golf, many are speculating about just how high Masters ratings will be.

More Americans are getting into the habit of going online while watching television, with 10% or more of viewers visiting social networks, searching the web and browsing content during major TV events.

Spending on Spanish Language and African-American media declined 4.7% and 7.3%, respectively, in 2009, according to figures released today by The Nielsen Company. The declines are consistent with the trend in overall advertising, although the drops aren’t as deep. Last month, Nielsen reported that ad spending fell nine percent in 2009, despite significant increases in Cable TV.

Last night’s Academy Awards which saw “The Hurt Locker” prevail over 3D blockbuster Avatar for both best picture and best director reflected a growing trend of online Oscar chatter leading up to the awards.

Heading into the Academy Awards telecast on Sunday March 7, viewership is rising for several notable award shows. If this trend continues, this could mean good news for the Academy Awards, especially given overall movie ticket sales in 2009 and the Academy’s expansion of the best movie category from five to 10 films.

For a brand manager, the focus needs to be less about ad impressions and more about making a precise and measurable impression on the right audience.

Recently, Nielsen launched the TV advertising effectiveness solution Nielsen IAG in the U.K. and published its inaugural U.K. data on the most memorable TV ads for the period Jan. 25 through Feb. 21.

With the Academy Awards on March 7, fans online are increasingly discussing the nominees for best picture (a category that has expanded to include 10 films this year) and the best actor/actress awards.

A Nielsen survey asking Olympics viewers about commercials aired during NBC’s primetime Olympic coverage through February 20 shows that six of the ten most liked ads contained an Olympics theme.