In August, Channel 4's Big Brother site was the most engaging TV-related website. More than 1.1 million unique users spent a total of 27 million minutes on the site. This was followed by the BBC Drama website, which attracted 1.3 million unique users for an aggregate of more than 19 million minutes.
Although the BBC site was more popular, its average visitor spent 14 minutes 33 seconds during the month compared to more than 25 minutes by the average Big Brother visitor.
Following some way behind in total UK time was ITV's children's website CiTV, with almost 10 million minutes. This is particularly impressive considering its relatively small audience of 270,000 unique users.
Of the leading TV sites, CiTV had the highest average time per visitor across August at almost 36 minutes.
Time per person gives a guide as to how realistic a medium for watching TV the internet can be.
Of the top 10 TV sites by total time, only the sites for Big Brother, CiTV and Aussie soap Neighbours come near the landmark 30 monthly minutes per visitor.
BBC's iPlayer attracted 190,000 unique users who averaged under 12 minutes, while Channel 4's 4oD attracted more visitors (260,000), but averaged an even lower 2 minutes 16 seconds per person. If you invoke the 80:20 rule (80% of activity accounted for by 20% of visitors) to circumvent low averages caused by cursory visitors, then TV-on-demand sites such as 4oD and iPlayer are looking at viable audiences of 53,000 and 37,000 people respectively.
- Alex Burmaster, European internet analyst, Nielsen//NetRatings.