Nielsen's new internet ratings draw debate

Nielsen/NetRatings has decided that the total amount of time that consumers spend on a website is more important than the number of page views or unique visitors that the site has.

According to The Washington Post, the new rankings favor Yahoo! (NASDAQ: YHOO), Time Warner's (NYSE: TWX) AOL, and Microsoft's (NASDAQ: MSFT) MSN to some extent because they have substantial e-mail and instant messaging traffic. AOL moves to the head of the list because it had 25 billion minutes spent on its sites in the U.S. during May. Google (NASDAQ: GOOG) is poor at 7 billion minutes.

But the new ratings system is substantially flawed if what you really care about is how much revenue a site generates. Time spent on instant messaging is not like time spent on search, which is also not like time spent on watching a video. AOL may have more time spent than Google, but the search engine's advertising model is based on targeted text ads attached to search results. It is hard to argue with the AdSense model since it generates more revenue than any competing system.

AOL's "minutes" were 3.5 times Google's minutes during May, but a metric that has nothing to do with revenue creation is not much of a metric at all.

Douglas A. McIntyre is a partner at 24/7 Wall St.