Because Web traffic numbers fluctuate widely depending on the source, MTV, NBC and other TV networks have signed on to use online measurement tools from 2-year-old Quantcast, as a viable
alternative to traditional services such as Nielsen and comScore.
Quantcast differs from the other services in that it delivers demographic data on a daily basis, along with the more
commonplace Web-streaming and unique-viewer figures. Other methods don't report demographic data until at least one month later, says Alan Wurtzel, NBC research chief. NBC used Quantcast during the
Olympics to glean the demographic breakdown of its online users.
In the last six months, Quantcast has added NBC, MTV, Fox, Time Inc., McClatchy and Belo, as well as various TV stations to its client list.
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