Growing Number of Oscar Viewers Simultaneously Online

Trend: People who watch big events on TV surf the Web, too

Last Updated: March 16, 2010 @ 2:23 PM

While we’ve seen what the day after the Academy Awards broadcast does for entertainment sites with photos of red carpet fashions, trafficwise, what about during it?

According to figures released by Nielsen today, while 29 percent of the U.S. population was watching the Oscars on Match 7, 13 percent of that audience was online at the same time – up from 8.7 percent in 2009. That’s a ton of multi-taskers that advertisers would presumably crave.

So which sites were they accessing?

Why, Facebook, Google and Yahoo, of course!

Here’s the top 10 sites accessed by Oscar viewers, including their share:

1. facebook.com
39.5%
2. google.com 35.1%
3. yahoo.com 31.0%
4. msn.com^ 10.7%
5. aol.com^ 10.0%
6. comcast.net^ 6.6%
7. myspace.com^ 6.3%
8. live.com^ 5.9%
9. wikipedia.org^ 5.5%
10. youtube.com^ 5.2%

Interestingly, it would seem that 5.2 percent of Oscar viewers were trying to access clips of the show. (While many were probably DVRing the show, you don’t want to be the one rewinding and fast-forwarding during the party.) Or perhaps they were, like me, simply bored.

Nielsen says it saw the same trend of multitaskers during the Super Bowl — 14.5 percent of the 47 percent who watched the game — with the sites they surfed virtually identical:

1. Google.com 36%
2. Facebook.com 34%
3. Yahoo.com 30%
4. aol.com^ 21%
5. msn.com^ 11%
6. live.com^ 7.8%
7. youtube.com^ 7.3%
8. comcast.net^ 6.1%
9. ebay.com^ 5.3%
10. myspace.com^ 5.3%

Source: The Nielsen Company

^ small base sizes; for directional purposes only

More to read:

Oscars Most-Watched Since 2005
Entertainment Sites’ Post-Oscar Traffic Spike Flattens