in Data & Insights

Prime Time Online—We identified top companion websites for prime-time TV shows using TiVo Research data

By Art Prateepvanich, Head of Product Marketing, and Nilkanth Patel, UX Designer

For all the talk about cord-cutters, the draw of YouTube stars like PewDiePie, and the hundreds of different channels available, there is one vestige of old broadcast television that remains undeniably important today: the prime-time lineup. While Must See TV has given way to two-hour episodes of The Voice, viewers still tune in, networks still compete for prime-time ratings and bragging rights, and advertisers still direct their budgets disproportionately to the winners. We asked: What does prime time look like online? That is, what sites are viewers of prime-time shows more likely to visit?

Take, for instance, viewers of ABC’s Scandal. We found they get their celebrity glamour and fashion fix at instyle.com. What about people who enjoy ABC’s Shark Tank? Naturally they enjoy closing deals on slickdeals.net. Fans of the uber-hip Brooklyn Nine-Nine read the uber-hip vulture.com, the entertainment destination from New York magazine. Want to see more? We’ve created a handy interactive visualization so you can discover more online companion sites for your favorite prime-time shows. We call it Prime Time Online.

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Powered by the Quantcast Audience Grid, using data from and .

How’d we do it?

We recently introduced Quantcast Audience Grid, which maps any data across online using Quantcast’s data modeling and unique view of online consumer behavior. TiVo Research captures data about television viewership from over two million households, using not only its namesake DVR, but also from other cable, telecommunications, satellite and over-the-air households as well. Using TiVo Research’s data in Quantcast Audience Grid, we identified the online properties with the highest affinities for any show. This interactive visualization provides a window into the result. The top indexing websites meeting a minimum size are shown, and they are only shown once, to keep the data more interesting.

If you’re interested in seeing more, you can discover the top television shows for more online sites by visiting www.quantcast.com and exploring your favorite sites. If you’re a Quantcast Measure user, simply navigate to the Media Interests report for your property to see all the details. If you’re not already a user, sign up today and get these reports free. You might discover your audiences’ affinity for The Walking Dead, giving you a new excuse to create more zombie-related content.