Internet TV viewers more involved

A survey of 17,000 people to assess their involvement in the last TV show they watched shows computer watchers to be 25% more involved than TV set viewers.

“The screen may be smaller, but the payoff for broadcasters and advertisers is bigger. People who go online to watch a TV show are more engaged with the program - and its ads - than their couch potato counterparts," says Simmons Market Research Bureau.

“People watching online,” says John Fetto, a Simmons product manager, “are going to find a specific program.”
The online crowd was also 47% more likely to find ads “useful” than TV watchers - and more inclined to make a purchase. Web TV watchers “only click on an ad if they’re interested in it,” says Darcy Gerberg, a senior fellow at the Columbia Institute of Tele-In-Formation. “That’s more valuable to the advertiser.”

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