American consumers with high-speed Internet connections are watching less television--as much as 25 percent less. Didn't we know this already? Maybe not 25 percent less, but new data from
Nielsen//NetRatings shows just how much less television consumers of certain Web sites are watching. For example, while Yahoo users are watching less television, MySpace users are watching "much
less"--20 percent less than the average consumer. These results are "phenomenal," according to Nielsen analyst Mainak Mazumdar, who cited cross-media data showing that visitors to Yahoo and MySpace
are more likely to watch Bravo and Comedy Central than the average viewer. The report also provides data for combined TV-Internet ratings, for those content providers who also show their programs on
the Web. Nielsen collects the new research by combining NetRatings Web panel data with Nielsen's TV panels.
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