CBS Interactive Trumpets Significant Increase in Traffic

CBS Interactive says that it experienced dramatic increases in traffic on its portfolio of broadband video-enabled Web sites in July (historically a slow month for online growth), the first month following the integration of its operations with CNET Networks. According to figures from comScore Media Metrix cited by CBS Interactive:

• CNET.com posted a 22% increase in unique visitors over July, 2007.
• BNET.com posted a 19% increase in unique visitors over the preceding month.
• CBSSports.com led all major sports sites over the past three months in average minutes per visitor, average pages per visitor, and average visits per visitor. For the months of May, June and July, CBS Interactive says, visitors to CBSSports.com averaged a combined hour and eight minutes on the site--over 10 minutes more than any competitor--and average 8.3 visits per month (with the closest competitor averaging 6.3 visits).
• CBS.com saw a 32% increase in unique visitors over the previous month, the largest among broadcast network Web sites. It also had the most engaged audience among the network Web sites, CBS Interactive says, with users spending 20 minutes viewing 21 pages. According to CBS Interactive, the site's traffic growth was driven by the launch of the "CBS HD Gallery" (see [itvt] Issue 7.95 Part 1), which debuted in mid-July.
• GameSpot posted a 21% year-over-year increase in unique visitors. According to CBS Interactive, the increase was driven by its E3 convention coverage, which it says generated over 100 million pages viewed and 5 million videos streamed.
• Last.fm posted a 20% increase in unique visitors over the preceding month, and a 36% increase in user-engagement since launching a redesigned user interface in June, resulting in its highest-ever traffic. It also saw a 208% year-over-year increase in total minutes, CBS Interactive says, a 62% increase in unique visitors, and a 115% increase in page views.
• TV.com saw a 10% increase in unique monthly users over the preceding month.
• CHOW saw a 24% month-over-month increase in monthly users and a 256% increase over the previous year.

In a prepared statement, CBS Interactive CEO, Quincy Smith, attributed the growth in traffic on its sites to the company's promotional efforts across its various properties: "Not only are we seeing record highs for several properties but to see them during seasonally slow months attests to the benefit of combination across these great categories," he said. "It also serves to prove the value of on-air call outs and brand building support via purposeful cross-promotion from CBS Television and CBS Radio. With more cross-promotion programs and events on the way, upcoming site updates for many of our leading brands, and a world-class team that knows how to take advantage of the opportunities this combination affords, we're looking forward to the fall and winter."