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BizReport : Advertising archives : April 22, 2009

Study: TV viewers multitask online

If you're still advertising on television only this study could be a wake-up call. According to new research from Integrated Media Measurement, Inc. viewers who watch Primetime television are going online during the same time period. This overlapping has the potential to be a big revenue boost for marketers operating cross-platform campaigns between television and online avenues.

by Kristina Knight

According to the report Primetime television viewers spent more than 9% of their Primetime viewing time online. As the week goes on consumers are more likely to multitask by going online while watching Primetime programming. By Thursday of most weeks consumers are spending about 15% of their viewing time online.

Researchers also found that DVR viewers - those who 'tape' television programming and skip the commercials - are most likely to be interested in online content. This is another opportunity for marketers whose ads could be skipped over by DVR viewers but won't be skipped over as a pre-, mid- or post-roll ad for online content.

"There has been much debate about the perils of making television programming available via the Internet," said Amanda Welsh, head of research for Integrated Media Measurement Inc. "Rather than simply cannibalizing audiences as has been feared, offering content online presents a huge opportunity for television content providers and advertisers to reach elusive ad-avoiding audiences and to achieve higher engagement with them."

Tags: Integrated Media Measurement Inc., online video, television advertising, video advertising

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