Forget 3D - it's all about 3 screens

you really should get out more....

Nielsen, the audience measurement and ratings people recent 3 screen report shows that audiences are supplementing there TV time more and more with simultaneous web usage.

An increase of 35% over the same quarter from 2008 signals that rather than viewers shifting their time away from TV to the web, the two are in fact complimentary to each other.

With around 66% of the average Americans ‘ free time ‘ * in front of the TV, this combined usage represents an opportunity for advertisers to harness this behaviour to their advantage.

High costs involved through using interactive TV as an immediate call to action means this method is yet to gain widespread adoption, the simple answer may just be better co-ordination and planning to leverage the web as a truly complimentary partner to TV.

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