Logo

Studies Find More TV Viewership Is Online

Oct 21, 2007  •  Post A Comment

Forget trying to figure out what everyone’s watching. Today, the more important question is: Where are they watching? A pair of studies released last week agreed that “where” is increasingly online.
In fact, almost 16 percent of Internet households watch TV online, nearly double the number from a year ago, according to the Conference Board and TNS’ TV online study.
In-Stat’s broader study noted all online video viewing is growing, with the majority of respondents believing it will become “mainstream.”
“This is sort of the tip of the iceberg in the growing trend,” said Lynne Franco, director of the Conference Board Consumer Research Center. “And it’s free content that’s leading the way. We found that few people are willing to pay.”
Entire episodes of TV shows were the most-watched free content, with almost half of Internet households viewing, up from 25 percent last year. Last year, news was the most-watched TV programming online, at more than 62 percent of households; this year that figure was 44 percent.
While free content could be bad news for TV programmers and networks, one possibility is consumer acceptance of ad-supported content. Although one-third of viewers said they watch online to avoid commercials (the No. 2 reason after convenience, the No. 1 reason to watch online for 60 percent of respondents), they’re not entirely averse to video ads.
Recent research from Frank N. Magid Associates found consumers would be most likely to sit through an ad at the beginning of a video they wanted to watch, vs. in the middle, at the end or in between two separate videos. And they like them short: 46 percent prefer ads to be 10 seconds or shorter, with another 26 percent preferring ads that are 11 to 15 seconds.
In-Stat’s survey found online video growing in popularity and, for the under-25 set, becoming a way of life.
Shari Morwood, TNS’ exec VP of technology, telecommunications and media, said, “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.”

10 Comments

  1. Great Info! But I’m having some trouble trying to load your blog. I have read it many times before and never gotten something like this, but now when I try to load something it just takes a little while (5-10 minutes ) and then just stops. I hope i don’t have spyware or something. Does anyone know what the problem could be?

  2. Your web page provides a lot of unique insights and info. I haven’t genuinely thought about it like that.

  3. Your web page provides a lot of unique insights and info. I haven’t genuinely thought about it like that.

  4. I dont know what to say except that We have enjoyed reading through. Fantastic web site.

  5. Greetings. First of all – nice blog! Secondly this information was also good and interesting to read, but I don’t think everything you have said is real truth. I will need to google about few things you have mentioned in your artcile to make sure. But anyway thanks for trying and good luck on writing other articles. P.S sorry for bad English, I aren’t English native speaker.

  6. Hi. First of all – nice blog! Secondly this article was also good and interesting to read, but I don’t think everything you have said is how it is in reality. I will need to google about few things you have mentioned in your artcile to make sure. But anyway thanks for the great effort and good luck on writing other articles. P.S sorry for bad English, I aren’t English native speaker.

  7. I merely looked over your posting and all I’m able to declare is fantastic! I find this specific write-up very educational and it also makes it a whole lot easier now. Many thanks for your great facts.

  8. Amazing freakin blog here. I almost cried while reading it!

  9. Good read. I saved the page for future visit.

  10. Wow! Thank you! I always wanted to write in my site something like that. Can I take part of your post to my blog?

Leave a Reply to The Diet Solution Program Cancel Reply

Email (will not be published)