Nielsen Media Research, New York, said that, contrary to the findings of some other studies, new data show that acquiring Internet access has little impact on overall TV usage. Nielsen conducted its study in homes that were part of its national people meter TV sample. In a key element of the study, Nielsen measured TV usage before and after homes signed up with an Internet service provider. Analysis of the results showed that the majority of homes that have lower than average TV usage after signing up for Internet service actually had the same lower than average TV usage before they signed up.
Copyright November 1998, Crain Communications Inc.