Seattle’s KOMO station earned an incremental reach—unduplicated audience—of 2.9 percent from their website for persons 18 and older, amounting to 10 percent of the total combined reach for the station’s late news at 11 o’clock Monday through Friday. The website contributes even more for persons 18-34, boasting a 3.9 percent incremental reach that accounts for nearly a quarter (23%) of the total combined reach.

For Portland’s KATU-TV, KATU.com added 2.8 percent incremental reach to the 28.1 percent reach of the late news. For KATU, ages 25-54 saw the biggest lift thanks to KATU.com with a 4.6 percent reach. The website contributed 14 percent of the combined newscast and website reach for persons 25-54.

Pinpointing the notable differences in demographic composition between website users and newscast viewers helps stations value their inventory, while helping advertisers choose the most efficient vehicle to reach their intended audiences. Both KOMO.com and KATU.com attract significantly different audiences than their TV station counterparts. For example, the KOMO late news audience is 29 percent male, compared to 53 percent for komonews.com. Nearly one-third (31%) of the Komo late news audience and one-quarter (24%) of the komonews.com audience has a household income of $100,000+.

Download the full case study at nielsen.com.

About Fisher Communications
Fisher Communications (FSCI) is an innovative local media company with television, radio, internet and mobile operations throughout the western United States. Fisher operates 18 television stations, which include network affiliations with ABC, CBS, FOX, Univision and The CW that reach 3.5% of U.S. television households, and three radio stations targeting a full range of audience demographics. Fisher Interactive produces more than 120 local and hyper-local websites and delivers comprehensive multiplatform advertising solutions to local businesses. The Company is headquartered at Fisher Plaza in Seattle, WA. More information about Fisher Communications, Inc. is available at www.fsci.com.

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.

View the full press release.

Read coverage of Nielsen’s findings in The International Herald Tribune, The Los Angeles Times, The Hollywood Reporter, and on CNET.com.

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 drew the largest U.S. audience during both the 2002 and 2006 Olympic Games (6.43 million and 7.87 million, respectively), the site grew by the smallest percentage of the three (+22%).