ChasNote

I’m surprised to see the relatively small audiences Nielsen Online reports for the Big Four TV networks. From PaidContent:

“Nielsen Online counts ABC in first place with 10.6 million unique visitors in October, followed by NBC with 8.1 million uniques, CBS (NYSE: CBS) with 6.1 million and Fox with 3.4 million.”

Even if you assume there’s no duplication of audience (unlikely), the four networks combined are reaching only 28.2 million monthly uniques online. FM doesn’t yet subscribe to Nielsen, but Comscore reports the 125 independent sites that made up FM in September 2007 (it’s closer to 140 now) reach nearly 42 million monthly uniques. More evidence that as audiences migrate from offline to online media, they aren’t necessarily loyal to their former offline brands.