Contact us to learn more.
Carol Edwards
(410) 312-8343
carol.edwards@arbitron.com
Until now, demonstrating the value of consumers that leverage multiple platforms for one network has been a challenge of trying to marry research from a variety of sources. But today, Arbitron has simplified that approach making insight about a consumer’s cross-platform behavior from a single source a reality.
Our innovative approach of combining insights from our Portable People Meter media measurement service with research from industry-leading Web analytics companies is helping television define today’s new media consumer.
Recently Arbitron partnered with NBC and Web analytics providers Omniture and comScore to provide new insights. Some of our top learnings include:
Adults 25-34 who followed the Olympics on both TV and online watched three times as much Olympics coverage on NBC as people who only followed the Olympics on TV.
While online video is growing in popularity, television screens still remains the top choice for watching the Olympics. Among adults 18+ who followed the Olympics on TV or the Internet:
Nearly one-third of adults 18+ who followed the Olympics on TV and online at home, watched them simultaneously. That percentage grew to Almost 50% for adults 25-34 who followed the Olympics on TV and online at home, watched them simultaneously.
It doesn’t matter how old the viewers are, they are all nearly equal in their simultaneous media usage. The breakdown of simultaneous television and Internet Olympic Viewers by age is:
The more time viewers spent watching the Olympics online, the more time they spent watching them on television. In adults 18+, light Internet Olympics viewers watched a third more Olympics coverage on TV than non-Internet followers. For heavy Internet Olympics viewers, that number grew to watching two-and-a-half times more Olympics coverage on TV than non-Internet followers.
Last updated: 4.6.10