Monday, October 15, 2007

Online TV Viewing Doubles

The percentage of web users who watch TV shows online has doubled from last year, growing from 8 to nearly 16 percent, according to a new report by The Conference Board and research firm TNS. The convenience of watching on demand as well as avoiding commercials are the primary drivers.

The percentage of viewers who watch online to catch up on episodes that were missed rose from 30 to 42 percent. All is not lost for advertisers though.

"If advertisers can effectively leverage the online video platform, we should see much more interactivity and emotional connection between brands and the online TV viewing audience," according to Shari Morwood, E.V.P of Technology, Telecommunications and Media at TNS.

I am guessing that before the decade is over more than half of all TV viewing will not be live. Between DVRs, on demand and online viewing, there is no reason that viewers must set schedule their lives around prime time. Media companies must develop coordinating advertising programs that enable reaching the audience across all of these opportunities.

By John Gartner at 10:17 AM | Comments (0)

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