Getting connected to the Net has little impact on TV viewing, according to a new survey conducted by Nielsen Media Research.
Using the national people meter sample, Nielsen looked at homes where TV usage was measured before October 1997 and after April 1998.
The statistical research company found that those homes installing access to the Internet were already light TV viewers and that the Net had little affect on the amount of time they spent in front of the set.
The findings contradict with numerous other reports, which have provided strong evidence to suggest that new media, such as the Internet are partly responsible for the reduction in TV viewership figures.
A limited survey conducted by Showtime Networks found that many viewers were simultaneously hooked up to the Net while keeping an eye on the TV screen.
Nielsen did record a slight decline in TV viewing among males age 12-plus who had acquired the Net during the survey period.
Ed DeNicola, the marketing executive who conducted the research added: 'Further study will be necessary to determine if our findings relating to Internet access remain constant over time, and as Internet penetration becomes more widespread.'
PriceWaterhouseCoopers' new media group has conducted a survey on Internet advertising.
For the second quarter, 1998 ad revenue had grown 20% to $423 million since the previous quarter. That figure is 97% up for the period year-on-year. The survey also found that banner advertising continued to be the predominant form of connecting with users - computing products and consumer-related companies being the highest spenders.