Tuesday, July 10, 2007

blog measurement takes the long view

Today's New York Times reports that Nielsen, a leading media audience measurement company, is expected to announce a shift in the way it ranks Web pages, moving from page views as a defining measurement to the total amount of time viewers spend on a site:
Although Nielsen already measures average time spent and average number of sessions of each visitor to a site, it will start reporting total time spent and sessions for all visitors to give advertisers, investors and analysts a broader picture of what sites are most popular.
The move is prompted by new software and trends--such as YouTube videos, where audiences may spend a long time viewing a video without seeing more than one page--and, in our view, finally comes closer to measuring the depth and range of the Web experience, compared to other media. (A half-hour television program automatically time-limits your viewing, while a website does not.)

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