TV Web Sites Heat Up During Prime Time

Television viewers are increasingly turning to TV Web sites during prime time, weekdays 8pm-11pm and are spending more time there, according to the latest research from Nielsen//NetRatings.

"Moreover, the advent of interactive television such as voting online for contestants on 'Dancing with the Stars' and 'Grease: You're the One that I Want,' encourages the simultaneous consumption of TV and Web content. Advertisers can also take advantage of the interplay between these two media, adding online promotions to their traditional 30-second television spots."

For the early evening hours between 5pm-8pm, Web sites that cater to kids had an increase in the amount of time spent on their sites.