As consumers increasingly watch video on the go, marketers must determine how to allocate their ad budgets across mediums. Part of this determination is made on the basis of audience information provided by media companies. Audience measurement is undergoing a vast change as media companies account for the types of viewers that are consuming their content through specific mediums.
comScore’s study for the Coalition for Innovative Media Measurement (CIMM) analyzed the behavior of 10,000 consumers who viewed TV content via traditional TV, the Internet or mobile channels through major broadcast and cable operators. The reach during a 5‑week period, done last fall, breaks out as:
- TV Only 72%
- Multi-screen (2 or more platforms, TV, digital or mobile) 17%
- Digital Only 11%
Certain types of programming seems to expand their audience across channels. For example, up to 30% of audiences for sports, news and young adult programs engage through both TV and Internet.
The study also revealed some unique behavioral characteristics linked to age. Older consumers are more likely to be multi-screen audiences, especially combining TV and online video. These consumers are not significant as digital-only viewers, though. Younger consumers, up to age 34, are far more likely to be multi-screen and digital-only audiences.
Industry experts have worried that making content available through more channels such as mobile and online video would cannibalize the audience. But this is not the case. Consumers continue to spend most of their time with TV when they engage with a media brand and they increase their overall brand engagement as they connect with online video, Internet or mobile platforms.
From an advertising perspective, researchers note the power of TV to draw the largest audience. However, to reach specific audience sectors, especially younger consumers, the digital platform delivers a highly targeted demographic. As a result, more media companies will find ways to deliver statistics to marketers that cover reach for TV, Internet and mobile.[Source: Multi-Screen Consumers and Media Dynamics. comScore. 2012. Web. 19 Jun. 2012]