ChoiceStream: Users aren't watching television only

Television isn't the only game in town. At least not any longer. According to The ChoiceStream 2007 Survey of Viewer Trends in TV and Online Video, users are still watching television programming but more and more are turning to alternative devices to watch their favorite shows.

by Kristina Knight

Computers, mobile phones and portable media devices are among the alternatives for television viewers, which means advertisers need to take into account more than a simple television spot when considering advertising.

The survey found that 55% of users watch television programmingvid on something other than a television. 36% of consumers watch television on their computers; 33% of those viewers admit to watching four hours or more on their computers each week.

That doesn't mean, however, that alternative formats should be chosen over traditional television. Many "alternative" viewers are frustrated with the availability of programming and how hard it is to find something new to watch via phone, computer or other device. Most viewers turn to search to find new programming but admit that they don't like to spend too much time searching.

So, how should advertisers advertise? Sponsoring a webcast or advertising within a webcast on a network website or show website is probably the best option at this point. Once users find the show on a network site, they will likely bookmark that site and check it periodically for updates. By advertising within the webcast or on that website, advertisers have a better chance of reaching consumers.