Conifer Research, at the behest of Microsoft Advertising, NBC Universal and Starcom’s MediaVest, recently developed a study in which 11 households went two weeks without their TV and instead used the Internet for all their television needs, MediaPost reports. After the participants were monitored and video-interviewed for 14 days, the conclusion was this: Online viewing had its moments, but too many barriers created a lot of opportunities for viewers to bail on the experience. “They experienced video online and loved it; but when the TV came back after two weeks they were joyful,” said Kelly Andrews, senior VP and research director at Starcom MediaVest.
—Christopher Perez