The newly merged media-entertainment giant AOL Time Warner accounts for nearly one third of the time spent on the Web by US Internet users, according to a report released this afternoon.
The Jupiter Media Metrix report said that the company had at least one website that reached 72.3 percent of home Internet users after finalizing its merger last month.
In January, AOL and Time Warner sites combined accounted for 32.7 percent of the time spent on the Web by Americans.
Some critics of the merger contended that it would give one firm too much dominance over both delivery and content over the Internet.
Jupiter notes that the merger also has an opportunity to create synergies for the company, which operates the AOL Internet service as well as sites operated by units such CNN, Time magazine, Sports Illustrated and others.
"Time Warner has an unmatched opportunity to cut media marketing and promotional costs," said David Card, a Jupiter analyst.
"Time Warner can now tap into the most time-intensive audience online, providing an opportunity to present content, advertising and services to its customer base at an unprecedented rate."
Jupiter contends that one of the under appreciated aspects of the merger is the benefit AOL receives from Time Warner's online presence at work.
According to Media Metrix data, AOL on its own had a 67.2 percent reach, but that figure increased to 72.1 percent with the addition of Time Warner's online properties.
AFP