TV, Web Vie for Viewer Attention

• Posted: Wednesday, March 12, 2008
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• Author: pradhana
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• Filed under: Internet

Best frenemies forever?

More than three-quarters of the US adult Internet users surveyed by Harris Interactive in February 2008 went online while watching TV. More than one-third of the respondents to the survey, which was sponsored by blinkx, said they did so "always" or "often."

"We wanted insight into how to combine television's best qualities with the immersive, connected power of the Internet," said Suranga Chandratillake, CEO of blinkx.

Just how immersive is the Web, given that respondents were browsing while watching TV? It is important to acknowledge that consumers combine their TV viewing with other tasks.

Marketers who use TV in their campaigns may not always have a viewer's undivided attention, and may need a multichannel approach.

It is equally important to avoid assuming that TV viewers never fully tune in, according to Debra Aho Williamson, senior analyst at eMarketer.

Read more - eMarketer

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