US Research Shows The Net Doesn’t Steal TV Viewers

New research by US company, Nielsen Media Research, has shown that in America, households that gain Internet access do not watch less TV than they did before going online.

The study measures the relationship over time between gaining access to the Internet and TV usage. Using Nielsen’s National People Meter Sample, TV usage was measured both before (October 1997) and after (April 1998) households acquired Internet access.

It was found that TV viewing did not drop off in those households that went online during this period. For advertisers this highlights the advantages of integrating the internet into their campaigns, rather than opting for one medium or another.

“Understanding how Internet access is related to TV viewing is important information for people in the industry trying to understand and leverage the interplay of marketing and media,” says Ed DeNicola, the marketing representative for Nielsen Media Research who conducted the research.

Nielsen Media Research: 0865 742 742