Simultaneous Media Use Making TV Interactive
TV watching has shifted in more ways than are currently accounted for. While it is itself still a unidirectional medium, online media is being consumed parallel to television and is often turning television into a richer interactive experience.
According to a BIGressearch study released by the Center for Media Research, nearly 70% of users consume other media while watching TV. More than 70% consume other media while going online. The internet works quite well as an interactive layer in concert with television, even if it’s not yet all on one screen.
|
Simultaneous Media Consumption |
|
|
When: |
% Who Use Other Media |
|
Watching TV |
67.9% |
|
Listening to Radio |
56.4% |
|
Reading Newspapers |
68.9% |
|
Going Online |
70.7% |
|
Source: BIGresearch, 2007 |
|
Watch any high rated TV show and open up Google Trends. Inevitably, a number of the top searches are related to things broadcast on television, including ads.
Case in point, in Top Trends during the Packers-Seahawks game:
| 1. | atari bigby |
| 2. | green bay |
| 3. | ryan grant |
| 4. | lambeau field |
| 5. | mavericks surf |
| 6. | dr. phil random quote generator |
| 7. | hula bowl |
| 8. | tony siragusa |
| 9. | brett favre |
| 10. | jonas brothers tickets |
| 11. | green bay packers roster |
| 12. | seahawks game |
| 13. | chili bowl |
| 14. | maria elena holly |
| 15. | odd girl out |
| 16. | packers seahawks |
Too much money is being spent thinking of the internet and TV as self-standing. Media drives other media. TV advertising is more valuable than ever today because users are simultaneously using new forms of communication to engage in what has historically been a passive experience.
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