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US TV viewers turn to the Net during ads
Monday, September 23 2002
by Matthew Clark


As the lines between the two formats blur, it has been revealed that media-hungry
US Internet users often watch TV and surf the Web at the same time. 

US-based research and Internet behaviour measurement company ComScore Networks
reported this month that a new opportunity for advertisers and marketers is
emerging, which could include the simultaneous delivery of interactive content
and ads through both the Net and television. 





The company's research has shown that 48 percent of American Internet users
regularly watch television, and the same percentage have a TV in the same room as
their PC.  Moreover, of the 45.1 million US adults that have a TV and PC in the
same location, nearly half (47 percent) said that they "frequently" use the
Internet while watching television. A further 29 percent said they "occasionally"
engage in both activities at once, and 18 percent claimed they "rarely" do so. 






"This study is a wake-up call for media companies, as it reveals a startling
connection between television and the Internet," claimed Peter Daboll, division
president of ComScore Media Metrix. "The opportunity to deliver integrated
programming and promotions is clearer than ever. These findings are a benchmark
to help companies develop stronger relationships between visitors, viewers and
customers."





Indeed, the company's report showed that only 15 percent of simultaneous Web/TV
users visit Web sites that are associated with the program they are watching, and
a mere 11 percent said they sent e-mails or chat over the Net about what is on
the TV. Additionally, only 11 percent said they searched the Web for TV listings
or reviews, and just 10 percent use the Internet to research products seen on
TV.



In fact, a massive 74 percent of the US users said they conduct on-line
activities that are generally unrelated to the television show being watched, and
more than half, or 52 percent, said they are often off-line altogether while
watching TV and using their computer. 





"The prevailing understanding of how the Internet can interact with TV is
misguided and needs to catch up to the reality revealed by the data," said
Daboll. "While the early fears of the Internet were that it would steer people
away from prime-time viewing, the real threat to TV is that the Internet is
steering away viewers' attention while they are watching TV and surfing the
Internet simultaneously."



 



Daboll went on to say that Web users seemed to be using the Net when commercials
came on TV, or when programs became uninteresting. "TV programmers need to
understand they are competing against the Internet for viewers' attention and
that efforts to extend the TV experience on-line in some instances could run
counter to the way people are using the two platforms in the first place," he
added.