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TV Network Web Sites Prime-Time Attraction

Nielsen//NetRatings announced that U.S. network television Web sites see an increase in time spent at home during TV's prime time, weekdays 8pm -11pm. At NBC.com in February, 40 percent of total time spent was during prime time, making it the number one Web site when ranked by the prime time index.

Web properties ABC Primetime and Fox Broadcasting took the No. 2 and 3 spots, with a respective 30 percent and 26 percent of total time spent taking place between 8pm - 11pm. Other television-related sites that ranked high on the prime time index were TV Guide, Yahoo! TV and CBS Television. The overall total percent of time spent online at home during prime time was 13.7 percent.

"Although online content is available on demand, whenever and wherever you need it, Americans still enjoy an evening of entertainment," said Michael Pond, media analyst, 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."

Between the early evening hours of 5pm - 8pm, Web sites geared for children see an increase in the amount of time spent at home. Dictionary.com, a reference Web site used by adults and children alike for research projects and homework, ranked number one on the early evening index in February with 31 percent of its total time spent between 5pm - 8pm.

Lycos Network Angelfire, a social networking site popular among young people, and the WB, a television network known for its youthful appeal, ranked No. 2 and 3, with a respective 28 and 25 percent of their total time spent between 5pm - 8pm in February. The Cartoon Network also ranked high on the early evening index.

In addition to kid-oriented content, two cooking Web sites made the top 10 on the early evening index: About.com Food & Drink and CondeNet Publishing Network, which includes Epicurious.com. While kids are chatting with their friends or checking out cartoons online, their parents can download quick and easy recipes, even specifying the ingredients they have on hand.

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