Integrated Media Measurement Inc. (IMMI) has released data showing the level of multitasking taking place when people watch television - specifically how much they are watching TV and surfing the 'net at the same time.
During weeknight television viewing (Sunday-Thursday)...
- Viewers spent an average of 9.3 percent of primetime viewing minutes also online
- The breakdown between cable and broadcast television was 8.2 percent and 11.0 percent, respectively
- Time spent watching broadcast television while surfing the Web more than doubles as the week progresses
- 5.8% of primetime media minutes are also spent concurrently on the web on Monday, the low for the week, while Thursday is the highets at 15.9%
"This trend of going online while watching primetime television represents a significant opportunity for advertisers who want to target viewers with a message to visit content online," said Matt Reid, director of strategic initiatives for Integrated Media Measurement Inc. "The landscape is moving at a steady pace from multiplatform advertising to simultaneous multiplatform advertising."
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