Daypart E-Measurement Tools on Tap

NEW YORK Two Internet audience measurement firms released tools Monday that will provide audience data and analysis based on dayparts.

Nielsen/NetRatings in New York introduced Pocketpiece, a product that will measure dayparts for the top 250 ad-supported Web sites across various metrics including unique visitors, active reach, percentage of time spent and demographic breakdowns.

“The Pocketpiece provides buyers and sellers with better audience data that makes online media more easily comparable to other measured media,” said David Hills, COO and president of sales for Primedia’s About, a charter client.

ComScore Media Metrix, also in New York, unveiled a new daypart analysis tool that will provide data based on time of day and day of week. Clients will be able to produce custom daypart analyses based on defined specifications, including time of day, usage location and demographic, among other variables.

“Daypart data represent a critical step in improving measurement, planning and buying of the evolving online medium,” said Adam Gerber, senior partner and director of media strategy for The Digital Edge, the online media planning and buying arm of WPP Group’s Mediaedge:cia. “To date, many media buyers have had to buy dayparts relying purely on intuition; clearly, having data to support planning and buying decisions is a fantastic step forward.”