In an effort to prove that daytime is prime time – at least for online – Toronto-based audience measurement firm ComScore Media Metrix has announced the creation of a new Work Only database that measures Canadians’ online behaviour during the day while at work. The database was a cooperative effort between ComScore Canada and five founding organizations including: CanWest MediaWorks, CBC/Radio Canada, MSN Canada, Bell Canada and the Yellow Pages Group. According to a spokesperson, data highlights will be released next month. Media Metrix is an operating unit of ComScore Canada.
