Consumers who access content via TV networks' web sites are more likely to remember and consider the brands that sponsor that content, and they also have higher levels of engagement with streaming or downloaded video on network sites, and are more likely to view those same shows on regular television, according to a report by Knowledge Networks.
The report, entitled 'How People Use TV's Web Connections', found that sponsorship of network TV web offerings is a potentially powerful opportunity for marketing companies, while also offering significant benefits to TV networks and stations themselves.
Among the company's main findings:
- Nearly half (49%) of TV network website viewers say that sponsorship of the streaming or download of an episode would increase their consideration of the sponsoring brand;
- Users of streaming or downloaded network video also are significantly more likely than internet users overall (30% against 22%) to buy from companies that advertise on their favourite programmes.
- TV networks also benefit from offering streamed or downloaded videos, as 78% of viewers of these say that being able to watch episodes online increases their involvement with the programme;
- 25% of viewers of streaming or downloaded network TV videos say they are watching a regular TV programme more often because of what they have watched on internet video.
Building viewer equity
According to David Tice, vice president of custom research for Knowledge Networks, "We found that, for the most part, features on network and programme web sites are building equity with programme viewers, for both the TV networks and their advertisers. And while this data indicates a good start to sampling the networks' revamped websites and internet initiatives, there is much room to grow this cross-over TV/web audience."
The report is part of the company's ongoing service, The Home Technology Monitor, which combines annual surveys of media technology ownership in the US with other reports on devices and services.