A study conducted by Integrated Media Measurement Inc. found that about half of those viewers who consume TV programs online are using the Internet as a substitute for watching shows on TV, AdAge reports. The other 50% use the Web to watch programming they missed or to rewatch segments of episodes, the newspaper says. The data poses concern for marketers and media outlets, as there is no standardized measure for show audiences across TV, the Web and digital devices, the newspaper notes.
—Vlada Gelman