26 March 2010 11:23
People who watch television online would be prepared to handle six to
seven minutes of adverts for every hour of television, claims new
research.
One
of the biggest deterrents to offering free television programmes online
has been the view that internet viewers watch online to avoid
advertisements.
However, the research from comCast launched at
today's (March 24th) Advertising Research Foundation in New York found
that out of the 2,000 people surveyed, only six per cent preferred to
watch television online.
More two-thirds (71 per cent) watched online mainly in order to catch up with episodes that they had missed on television.
Only
38 per cent of people overall said that the lack of advertisements
online made them prefer the internet as a viewing platform.
Tania
Yuki, director of cross media and video products at ComCast, told
conference attendees that online viewing of programmes often led to
watching more TV.
One trend that marketers should consider
honing in on is the tendency of some online-only viewers to 'stockpile'
favourite television programmes for marathon viewing sessions, she
added.
Posted by Zakia Uddin
