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Olympic Sites Go for the Gold With Traffic Soaring the Day After Opening Ceremony, According to Nielsen//NetRatings NBCOlympics.com Jumps 159 Percent in Daily TrafficNEW YORK, September 18, 2000 –Nielsen//NetRatings, the Internet audience measurement service from Nielsen Media Research, ACNielsen eRatings.com and NetRatings, Inc. (Nasdaq: NTRT), reports that Olympic fever has hit the Internet, as daily traffic spiked in Nielsen//NetRatings’ Olympic Index. Leading the way in the TV and broadcast category was NBCOlympics.com, which jumped 159 percent to 433,000 unique visitors at home from the day of the opening ceremony to Saturday.“By
far the top site in the U.S. for pure Olympics coverage is NBC's Olympics
site,” said Allen Weiner, vice president of analytical services
at NetRatings. “This shows the relationship between TV and the
Web, especially for this tape-delayed event. People are using the Web
to find out the latest scores and then decide which events they will
want to watch later on TV.” “NBC also benefits from the huge cross-promotion of its Web site on both its TV broadcasts as well as that from MSNBC and CNBC,” said Weiner. Saturday was the biggest day for Olympics Web activity over the weekend, as seen in Table 1. Traffic to several categories spiked, with the official Olympic Web sites collectively rising 137 percent over the weekend for the U.S. home audience. Leading the way was the official Web site, Olympics.com, which jumped 152 percent to nearly 222,000 unique visitors from Friday to Saturday, according to Nielsen//NetRatings’ Overnight Analysis. Table 1. Nielsen//NetRatings Olympics Index, Change in Daily Unique Audience
Note: This index is comprised of representative Olympic sites for each category, and acts as a barometer for gauging the level of interest for Olympic information. Source:
Nielsen//NetRatings Overnight Analysis, September 2000 Globally, the official Web sites vaulted to the top for the most page views with NBCOlympics.com and Olympics.com leading the charge. On Sunday NBCOlympics.com registered 5.9 million page views worldwide, while Olympics.com came in second, with 4.3 million page views across the globe (see Table 2). Table 2. Nielsen//NetRatings Olympics-related Domains Ranked by Page Views for September 17
Source: Nielsen//NetRatings Overnight Analysis, September 2000 Portals Crosses the Finish Line First in the U.S.The portal category increased 62 percent from Friday to Saturday, as U.S. home Internet users interested in seeing the results in real-time clicked their way through up-to-date event results. “In the battle of old media versus new media, the portals are winning the war. This makes sense as fans look for a quick and reliable place to find up-to-date event results. Given the time zone difference, speed is one of the portals' value propositions,” said Weiner. Demographics: Who’s Looking Online? On Sunday, females accounted for 58 percent of NBCOlympics.com’s traffic, while males accounted for 42 percent. “Women look for the human interest element behind the event results as well as using the Web for efficiency in obtaining information,” said Weiner. Males accounted for 56 percent of the official Olympic category on Sunday while females drove 44 percent of the category’s traffic. “Men’s interest in the official sites points to their inclination toward sites offering rich details about countries, teams, participants and even history,” said Weiner. The Nielsen//NetRatings Olympics IndexThe Nielsen//NetRatings Olympics Index will provide analysis of global Web traffic to the official Olympics site, plus details on Internet activity at related sites, including major broadcasters, sports portals, publications, Olympic sponsors and regional and international news sites. The index will begin reporting Web traffic from the opening ceremony this Friday until after the close of the Olympics in early October. The index
will report on the Internet activity of more than 165,000 panelists
across more than 100 key sites in Australia, Canada, Denmark, Finland,
France, Ireland, Japan, Italy, New Zealand, Norway, Sweden, Singapore,
UK and the USA. Nielsen//NetRatings services use unique technology capable of measuring both Internet use and advertising to provide the most timely, accurate and comprehensive Internet usage data and advertising information in the global marketplace. Nielsen//NetRatings services leverage proprietary data-collection technology from NetRatings, Nielsen Media Research's 50 years of expertise in research and audience measurement, and ACNielsen’s international leadership in supplying market research information covering more than 100 countries.
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