Television viewers are increasingly turning to TV Web sites during prime time, weekdays 8pm-11pm and are spending more time there, according to the latest research from Nielsen//NetRatings.

At NBC.com in February, 40 percent of total time spent was during prime time, which made it the number one Web site ranked in the prime time index. Other TV sites that did well during the same time period were ABC Primetime and Fox Broadcasting, which had the number two and three spots in the index.

"Although online content is available on demand, whenever and wherever you need it, Americans still enjoy an evening of entertainment," said Michael Pond, media analyst, Nielsen//NetRatings.

"Moreover, the advent of interactive television such as voting online for contestants on 'Dancing with the Stars' and 'Grease: You're the One that I Want,' encourages the simultaneous consumption of TV and Web content. Advertisers can also take advantage of the interplay between these two media, adding online promotions to their traditional 30-second television spots."

For the early evening hours between 5pm-8pm, Web sites that cater to kids had an increase in the amount of time spent on their sites. Dictionary.com ranked number one on the early evening index in February with 31 percent of its total time spent between 5pm-8pm.

Lycos Network Angelfire, a social networking site popular with young people, and the WB network were ranked number two and three, with a respective 28 and 25 percent of their total time spent between 5pm-8pm in February.

Interestingly, two cooking Web sites were in the top 10 on the early evening index. About.com Food & Drink and CondNet Publishing Network, which includes Epicurious.com. This demonstrates the usefulness of cooking Web sites and the value they hold for users looking to download a tasty recipe for dinner.

Television Web Sites