As daily deal and other hyperlocal offerings change the local media landscape, TV station operators like Fisher Communications Inc., an innovative local media company with TV, radio, Internet and mobile operations, are striving to understand their online and offline audience in order to better leverage their content and advertising inventory. Nielsen analysis revealed that for local markets, station websites may contribute added reach to both early and late news broadcasts, and the results are not insignificant.

Although it was a work day, online traffic to websites with Olympics-related content and video soared on Monday, August 11, according to Nielsen Online. 
Unique visitors to the video section of NBC’s Olympics site increased by nearly 140% – from 858,000 on Sunday, August 10, to 2,030,000 on Monday, August 11, Nielsen reported.
Meanwhile, traffic to Yahoo’s Olympics section grew 85% on Monday, compared to daily web traffic the prior day.

Rank:
U.A., Aug. 11
Website
Unique Audience:
Aug. 8
(in 000’s)
Unique Audience:
Aug. 9
(in 000’s)
Unique Audience:
Aug. 10
(in 000’s)
Unique Audience:
Aug. 11
(in 000’s)

1
Yahoo Olympics
1,477
3,324
2,839
5,253

2
NBC Olympics
2,664
4,008
3,264
4,560

3
AOL Olympics
395
1,010
1,205
1,192

4
Sports Illustrated Olympics
293
331
667
646

5
Beijing2008.cn
429
780
581
607

6
New York Times Olympics
341
466
301
482

7
ESPN Olympics
273
343
579
368

8
Fox Sports on MSN Olympics
49
95
259
182

9
USA Today Olympics
280
184
231
163

10
CBS …

Date
Athens2004.com
(Olympics.com redirects
to Athens2004.com)
NBCOlympics.com

Fri, 8/13/04
196,000*
332,000

Sat, 8/14/04
182,000*
513,000

Sun, 8/15/04
256,000*
537,000

Mon, 8/16/04
219,000*
399,000

Tue, 8/17/04
180,000*
498,000

Wed, 8/18/04
n/a**
613,000

Thu, 8/19/04
185,000*
572,000

Fri, 8/20/04
n/a**
397,000

Sat, 8/21/04
n/a**
454,000

Sun, 8/22/04
228,000*
418,000

Mon, 8/23/04
200,000*
472,000

Tue, 8/24/04
188,000*
424,000

Wed, 8/25/04
139,000*
187,000*

Thu, 8/26/04
154,000*
367,000

Fri, 8/27/04
n/a**
268,000*

Sat, 8/28/04
n/a**
285,000

Sun, 8/29/04
n/a**
301,000

Source: The Nielsen Company (August 13, 2004 – August 29, 2004)

Data includes U.S. home Web traffic only.

*Indicates website does not meet minimum sample size standards, and therefore projected and average measures for this site may exhibit large changes month-to-month as a result.

**Not reportable for daily data.

Date
Saltlake2002.com
(Olympics.com redirects
to Saltlake2002.com)
NBCOlympics.com

Fri, 2/8/02
143,000
267,000

Sat, 2/9/02
226,000
398,000

Sun, 2/10/02
311,000
241,000

Mon, 2/11/02
167,000
342,000

Tue, 2/12/02
280,000
438,000

Wed, 2/13/02
229,000
376,000

Thu, 2/14/02
173,000
254,000

Fri, 2/15/02
135,000
235,000

Sat, 2/16/02
135,000
354,000

Sun, 2/17/02
213,000
347,000

Mon, 2/18/02
175,000
298,000

Tue, 2/19/02
150,000
324,000

Wed, 2/20/02
168,000
291,000

Thu, 2/21/02
262,000
545,000

Fri, 2/22/02
235,000
314,000

Sat, 2/23/02
203,000
360,000

Sun, 2/24/02
333,000
317,000

Mon, 2/25/02
142,000
113,000*

Source: The Nielsen Company (February 8, 2002 – February 25, 2002)

Data includes U.S. home Web traffic only.

*Indicates website does not meet minimum sample size standards, and therefore projected and average measures for this site may exhibit large changes month-to-month as a result.

The U.S. audiences for three key Olympics related websites, NBColympics.com, Olympic.org, and USolympicteam.com, grew by significant percentages from the 2002 Salt Lake City Winter Games to the 2006 winter Games in Italy, according to Nielsen Online.
Olympic.org experienced the largest growth of the three sites; its unique audience (both home and work) in the U.S. grew from 330,000 in 2002 to 1.39 million  in 2006 — a 323% increase.
USolympicteam.com’s unique home and work audience in the U.S. grew from 508,000 during the 2002 Games to 716,000 in 2006 — a 41% increase.
Although NBColympics.com easily …