Nielsen//NetRatings to expand internet audience measurement panel

Nielsen//NetRatings said the changes would generate more comprehensive market coverage for clients and allow them to accurately investigate consumer opinions on individual brands.

Louise Ainsworth, managing director for Neilsen//NetRatings EMEA, said: "This increased investment in high-quality audience data will reap rewards for UK advertisers by enabling better targeting and a vastly improved understanding of audience behaviour across a much broader portfolio of sites."

Using the new techniques, Nielsen//NetRatings said it was able to identify Trader Publishing's Auto Trader as the most popular print title online based on unique audience figures, registering over twice the audience reach of second-placed title Which?

The survey also found that magazine websites for PC Pro, Which?, and What Car?, were heavily weighted towards older men, while Rolling Stone proved to be the 'stickiest' site, averaging eight visits a month per individual user.

The top 10 print magazine websites by UK audience for October 2006 were:

1) Auto Trader - 1,555 ('000s)
2) Which? - (653)
3) Radio Times - (557)
4) Time Out - (526)
5) PC World - (316)
6) Rolling Stone - (297)
7) What Car? (291)
8) PC Pro - (273)
9) FHM - (256)
10) Maxim - (214)

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