Nielsen//NetRatings and OPA examine Internet dayparts

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New York--Nielsen//NetRatings and the Online Publishers Association released a white paper that identifies and examines the use of dayparts on the Internet.

The paper identifies five distinct times of day for Internet usage: early morning, daytime, evening, late night and weekends.

It found that daytime is the largest daypart, measured by total audience and total usage minutes, followed by evenings and weekends.

The paper is the third in a series of OPA white papers designed to give marketers a better understanding of Internet usage and the role of various metrics in evaluating a site's advertising potential.

--Kate Maddox

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