Internet's role in TV viewership

Yahoo’s “Engage and Entertain” study, conducted in partnership with digital ad agency Deep Focus, found that almost a fifth of viewers who researched information about a show online went on to become loyal viewers. That figure rose to 70% when consumers researched a series beginning its second season.

The study revealed some interesting data about how different age groups use the Internet in relation to a show they are watching. Those over 35 years of age tended to see a television show as the “main event” with online information purely supplemental.

Younger viewers, on the other hand, tended to be far more interactive with the show and more engaged with the show’s brand, seeking out places to socialize with other show fans and find behind-the-scenes information and gossip.

Deep Focus CEO, Ian Schafer, has posted top level findings from the survey on his blog IanSchafer.com.

Tags: Internet, television