TV-online multitasking reaches 60% penetration

Michelle Clancy ©RapidTVNews | 12-06-2012

Multiscreen TV users tend to overall consume more content than living-room only watchers, according to a new white paper on viewing habits from the Coalition for Innovative Media Measurement (CIMM) and comScore.
The research finds that TV viewers look to online content to enhance rather than replace traditional viewing. A full 90% of consumers watch TV on a traditional set, 12% use online video, and a remarkable 60% of the media companies' viewers watched TV while engaging with online content (video and otherwise) at the same time.

The trend offers new opportunities for marketers, but also ratchets up the complexity. "While TV remains the leading media channel, once TV-centric media brands now engage with their consumers across a variety of digital touchpoints," said Joan FitzGerald, comScore's vice president of TV and cross-media solutions, in a statement. "While this enhances the quality of brand engagement, it also increases the complexity of media planning and analysis by orders of magnitude."