Online consumers more engaged with TV programming, study finds
TV audiences who watch online and through mobile devices may be looking better to advertisers and networks.
A new study by ComScore Inc. and the Coalition for Innovative Media Measurement found that people who watch TV online in addition to the traditional way spend more time consuming the content.
According to the study of 10,000 consumers, people who view programming through TV and online spend 25% more time viewing than those who engage only through regular television.
“Consumers who build online video into their TV experience appear to be an important core constituency for media brands,” the study’s authors wrote.
Although the TV is still the main way people view shows, sports and news programs, digital content is becoming a significant share of the market, according to the study.
About 11% of respondents said they only watch TV on the Web or through mobile devices, it said. About 17% said they go through online and TV. About 72% said they get their shows exclusively the old-fashioned way.
ComScore isn’t alone in noting the importance of online video to advertisers. According to a recent study by BrightRoll Inc., 64% of advertisers said online video is equally or more effective than TV.
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