New Study Shows Primetime Television Audiences Increasingly Going Online While Watching Programming

Tue Apr 21, 2009 10:01am EDT

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Advertisers looking to reach television audiences simultaneously on
multiple platforms are starting to get their chance, according to a new
study released today by Integrated Media Measurement Inc. (IMMI), a
leading provider of consumer behavior and audience exposure data to media
companies and advertisers.

    The study on multitasking during primetime television showed that during
weeknight television viewing (Sunday-Thursday), viewers spent an average
of 9.3 percent of primetime viewing minutes also online. The breakdown
between cable and broadcast television was 8.2 percent and 11.0 percent,
respectively. The time spent watching broadcast television while surfing
the Web more than doubles as the week progresses, going from a low of 5.8
percent of primetime media minutes on Monday to a high of 15.9 percent on
Thursday. The data also showed that women engage in the most simultaneous

    "This trend of going online while watching primetime television represents
a significant opportunity for advertisers who want to target viewers with
a message to visit content online," said Matt Reid, director of strategic
initiatives for Integrated Media Measurement Inc. "The landscape is moving
at a steady pace from multiplatform advertising to simultaneous
multiplatform advertising."

    The study was implemented through a special research panel built by IMMI
to capture Internet as well as television and radio consumption. IMMI
provides panel members with a mobile phone, asking them to carry it with
them wherever they go. The mobile phone is equipped with a technology that
creates digital signatures of all the audio media (television, radio and
movies) to which it has been exposed. IMMI can determine viewing
audiences, as well as certain types of consumer behavior based on a
timeline of when the media was viewed or heard.

    Integrated Media Measurement Inc. (IMMI) is the developer of an end-to-end
media measurement system that links media exposure to consumer action.
Using a mobile-phone-based digital monitoring system, IMMI tracks almost
all media 24/7 and helps businesses evaluate the effectiveness of their
advertising campaigns. IMMI is based in San Mateo, Calif. More information
is available at


Steve Honig
The Honig Company
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