Nielsen: Web Sites Can Increase Local TV Reach

Nielsen research indicates that stations can use their Web sites to notably expand reach of their news content, helping drive cross-platform sales. The data, which looked at the ABC affiliates in Seattle and Portland, Oregon, shows that by using one metric, each received at least a 3% bump in the 25-to-54 demo in the May 2011 sweeps period. Nielsen took the late-news performance on weekdays for the two stations, then added in reach via each station’s Web site over the full week.