September 19, 2007
TV on the Web Embraced by Viewers and Advertisers
If you don’t watch TV shows on your computer, it's probably only a matter time before you do. And the networks would love for you to do so, since your eyeballs are worth as much as 40 percent more when they’re parked in front of a computer than in front of a TV. LiveScience reports.
"Today, 18 percent of the nation's online population watches TV shows on their computers.
That's double the rate of last year, and the figure is expected to double next year, according to James McQuivey, an analyst at Forrester Research.
... Instead of seeing the Internet as competition, the TV networks have come to see it as the light at the end of the tunnel—a dark tunnel in which television advertising revenues have been falling while Internet ad revenues have been rising, McQuivey said.
"It's being embraced by the big boys," he said. "Because of it, there is real hope emerging among the broadcasters and the advertisers."
He explained that those who watch programs on their computers are “self-targeted,” meaning they actively want to watch the show, and are not just settling for what’s on at that hour and indifferent to its advertisements.
Computer watchers also sit closer to the screen, are likely to have money (since they have broadband connections) and are typically young, he noted.
“In other words, they’re an advertiser’s dream,” McQuivey said. Consequently, advertisers will pay 20 to 40 percent more for computer viewers, he explained.
Image credit Image credit: Stockxpert
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