Television and the Internet: a marketing symbiosis
A presentation by David F. Poltrack, Chief Research Officer, CBS Corp.

(presentation)

What it is:
CBS Vision looks at how the digital age is allowing people to watch more and get more out of their TV viewing experience.

Key insights:

• 38% of adults live in fully connected households (digital TV and broadband)
• Internet video is now mainstream with 30.2% of all individuals watching
• 67% of computer users with internet access have watched digital video in the last three months
• 99% of television viewing is still done with the TV
   
• DVRs are contributing to rising total TV viewing up 9% since 2001
• DVR users are exposed to more commercials because of their increased viewing
• Summer DVR playback is up 25% in 2009 vs. summer 2008
• 55% of DVR recordings are of a full TV series
   
• 83% of online video views are of user-generated content, 71% view free professional quality video, and 13% pay for professional videos
• The average video streamer spends just 189 minutes/month streaming
• Long-form viewing makes up 27% of all online videos viewed
• 88% of people view online to catch up on shows they have missed on TV
• 92% of people want online viewing to be free and ad supported
• 96% of viewers would still watch a program online if it contained the same commercial load as on TV
• 22% of viewers have watched an episode of a continuing TV series on the internet before they've watched it on the TV; 72% of those have then found the program on TV

Implications for broadcasters:

• Online and VOD provides more ad revenue than DVR playback
• Authentication gives broadcast networks access to a potential second revenue stream

Presentation

More interesting facts about how consumers actually interact with TV and other media can be found in the 2009 Video Consumer Mapping Study.