New York—DoubleClick and comScore Media Metrix released a joint research study that examines the reach of the Internet by the same measures used in print and television advertising.
The study found that Internet audience patterns and reach vary by day of the week and hour of the day, and that certain sites’ usage patterns are directly affected by their content.
For example, use of the Wall Street Journal Online peaks early in the morning and at the end of the workday, while use of AOL Parenting sees a spike on Sundays, the report found.
The study also found that niche sites, such as those focusing on real estate, automotive and health, are the slowest to build audience because they are visited by users primarily when they have specific information objectives. For example, Yahoo! News attains 40% of its monthly audience in four days but Yahoo! Health takes nine days to reach the same level.