Disney.com is reaping the benefits of a raft of new content, with a 9.6% bump in online traffic to 32.2 million unique users in August, compared to rival Viacom's Nickelodeon site, whose number of unique users grew by 2.7% versus the prior month to 28 million, comScore Media Metrix reports. However, Nick in August led Disney in the key metric of time spent on the sites, with the average Nick user logging in more than 93 minutes, vs. 53 minutes for Disney.

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