MEDIA: BB III fans' survey reveals creation of PR opportunities

Reality TV show Big Brother used the internet and TV in a complimentary way that created new communications opportunities, according to research this week from Nielsen Netratings.

The research firm worked with Channel 4 - which broadcasts the show, the third series of which ended on 26 July - on a comparison of net and TV audiences.

The key finding was that in periods when the TV viewing increased, use of the website around the broadcast also went up, suggesting 'hooked' viewers were using the web to supplement their viewing.

Nielsen Netratings senior analyst Tim Roe said: 'The research shows that you can have a website and a TV show being complimentary.'

'People who are interested in a particular aspect of the show go online to find out more. This is important as it means that, if you are trying to reach a certain type of individual, it means you can reach them 24-hours-a-day. It is like a double whammy - you can market to them during the show and also all day,' Roe added.

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