Not much time today so please excuse the smash-and-grab. The full report (link below) has some good data on concurrent media usage:
'A research piece from Thinkbox and the Internet Advertising
Bureau (IAB) has shown that using TV and online together in advertising
campaigns is significantly more effective for advertisers than using
either in isolation. Their combined use
produces major benefits for advertisers, including dramatically
increased positive brand perception amongst consumers – some 50% higher
– as well as significantly greater likelihood of purchase.
The sample focused specifically on ‘digital consumers’; people who own a digital TV and use broadband internet, and are medium to heavy users of each. Because the study focuses on the most ‘tech-savvy’ of the UK population – around 25% of its total – these results provide an indication of how future media consumption and consumer behaviour may develop. In terms of their precise media usage, 64% of the sample stated that they sometimes watch TV while using the internet, whilst 48% stated that they did this most days.
Key findings from the study include:
- Using TV and online together results in 47% more positivity about a brand than using either in isolation
- The likelihood of buying or using a product increases by more than 50% when TV and online are used together
- 48% of the sample group watched broadcast TV while online, most days
- Two thirds of this group have watched TV via online providers, primarily as a way to catch-up with broadcast TV and mainly from TV broadcasters’ websites
- Both TV and the internet are used for entertainment (TV, 80%; online 56%) and both have a significant influence on driving purchase (75% and 52%)
- The findings reinforce the need to ensure creative synergy between TV and online advertising and identify best practice for better effectiveness, which requires more than simply putting TV ads online'
Hi Clare - don't know if you remember me - I was the chaser from 'this is it' who licked your arm when we got showered with cider at the party. Came by your blog from the hide n seek website - liking your diverse subject matter - this Thinkbox research is right interesting with reference to the online video messaging software I'm working on. I'm impressed by your blog output - I seem to only manage 1 post every couple of months on mine! BTW I use Zen Internet as my provider and they are brilliant - http://chooseisp.co.uk/broadband-packages/zen-8000-lite.asp - all the best x
Posted by: Tomcat | September 15, 2008 at 03:10 PM