Nielsen research is suggesting that stations can use their websites to expand the reach of their news content. A close look at late-news performance at a couple of network-affiliated broadcasters suggest that traffic to their websites could add 10-20% to their late-news reach. In the key 25-54 demographic, web traffic on one station added an additional 3% to the broadcast reach of 22.9%, while for the other, web traffic expanded the late-news broadcast reach of 27.6% by another 4.6%. It also found that web traffic skewed male - for one station, the late news broadcast audience was 29% male, while website audience was 51%.
Now you have to be careful with this result - it's based on a close look at two stations, and it doesn't examine what drives website traffic. You really can't generalize from it. Still, it's an indication that websites can be useful in expanding audience reach, and supports the value that websites can bring in, both in terms of general reach, and in the increasing online advertising market.
Source - Nielsen: Web Sites Can Increase Local TV Reach, MediaDailyNews
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