Written by Jackson West
Posted Wednesday, April 4, 2007 at 3:59 PM PT

NBC “Listens,” Leads Online

NBC had the most traffic of U.S. TV network sites in March, with a 37 percent share of visits, according to a Hitwise report emailed to NewTeeVee. Its partner in the as-yet-unnamed video site, Fox, came in fourth with a little over 8 percent — but NBC and Fox were both up over February, with second-place ABC and third-place CBS down. NBC has done a good job of tying its televised properties to more, and more interactive, content online.

Hitwise Network Web Share Data, March 2007

“One of the best aspects of the digital space is that it’s a two way street,” said NBC’s Digital Entertainment and New Media VP Vivi Zigler in a recent press release touting online efforts to promote popular shows like The Office, 30 Rock and Heroes.

For instance, users can submit both written and video stories about their own human resources disasters in a site dedicated to the HR manager character on The Office, Toby. And a quote game for the show was developed based on what users were already doing in the forums.

A Heroes feature starting April 9 leverages a character’s ~~convenient~~ unique super power to “hear the internet” to allow fans to participate in the story. It’s sounds similar to the “Lost Experience” put on by ABC during Lost’s hiatus last summer, though NBC promises the story will pay off in the April 23 episode.

Similar to the The L-Word’s use of a plot revolving around online social network Ourchart, online efforts and plot points are coming together.

As product placements, such tie-ins can come off as ham-handed, like Heroes character Hiro Nakamura’s constant mentions of his Nissan Versa. But that’s the kind of transparent “marketing synergy” that I’ve come to know and derive ironically detached amusement from, if not love.

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Topic: Networks & Studios

Comments (3)

Emerging options for online content distribution are sure to change how many “Old Media” companies like TV networks do business going forward.

Anyhow, I thought I would take this chance to pass along an opportunity to have input into the development of this space. If you qualify as someone who makes decisions about distributing content online, Mercer Management Consulting will pay you $100 to complete an online survey about new options and business models content distribution. Visit http://survey.mercermc.com/digitaldistribution to get more info and begin the survey.

Jason — 6:07 PM on April 4, 2007 Reply
Quick note, Jackson, you mismatched the MSMs: Lost is on ABC, not CBS.

AlexC — 9:07 AM on April 5, 2007 Reply
Funny, I did the same thing last night while trying to tune in.

Jackson West — 1:39 PM on April 5, 2007 Reply

Linkbacks (6)

[...] fans of shows like ‘The Office’ and ‘Heroes’ has paid off in web traffic. NewTeeVee reported yesterday that the Peacock network boasted a 37% market share among US networks in March [...]

NBC is winning the network wars online |… — 11:27 PM on April 4, 2007
[...] be browsing NBC’s site during prime-time than average. In a recent Hitwise report we covered, NBC’s site also dominated among other broadcast network sites for share of visits, meaning it must be doing something right [...]

NewTeeVee » Network Sites Lead in Prime… — 12:14 PM on April 11, 2007
[...] wie CBS oder ABC mit Abstand den größten Traffic auf ihrer Website, das meldetNewteevee. Innovative Integration von Videoinhalten und interessante Vermarktungsstrategien waren [...]

Die NBC überzeugt mit Interaktivität :… — 8:23 AM on April 12, 2007
[...] Digital Strategies: NBC, which is third place in the ratings for the season to date but is leading online, spends a lot of energy pushing digital last year, but along with other networks, [...]

NewTeeVee » Upfronts: Digital Changing… — 12:57 PM on April 25, 2007
[...] NBC is the leader online amongst the big broadcast networks, and Heroes has one of the top ten websites among popular television show sites. What to expect from the behind-the-scenes footage which will run straight through to the season two premiere, and boasts de rigeur “unprecedented access?” [...]

NewTeeVee » Heroes to Battle Evil Online… — 12:20 PM on May 11, 2007
[...] wie CBS oder ABC mit Abstand den grÃ¶ÃŸten Traffic auf ihrer Website, das meldet Newteevee. Innovative Integration von Videoinhalten und interessante Vermarktungsstrategien waren auÃŸerdem [...]

Die NBC Ã¼berzeugt mit InteraktivitÃ�… — 4:43 AM on January 6, 2008