TV and the Internet working together
Sometimes research tells us what we intuitively know. According to recent Nielsen research 60% of TV viewers use the web at the same time at least once a month. What's more the report found a 35% increase in the amount of time Americans used the TV and the Internet simultaneously compared to the previous year. The report also found that Americans watch 35 hours of TV per week and two hours of time-shifted TV via video recorders. In of itself, these findings are not surprising though they do establish an important point - it is not about TV versus the Internet as engagement mediums rather they increasingly work harmoniously together because people increasingly use them together. I believe in the future it'll be hard to differentiate one from the other. The question is whether advertisers will still see them as dramatically different mediums. Also, will the reach of TV always be far greater than the Internet?
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