comScore: Brands Still Dominate on TV11 Jun, 2012 By: Chris Tribbey
A study by online tracking firm comScore and the Coalition for Innovative Media Measurement (CIMM) found that while consumers are engaging with content brands across multiple platforms, the TV remains the dominant go-to screen.
Following how consumers viewed 10 broadcast and cable channels during a five-week period, the study found an average of 90% of consumers engaged with a content brand on the TV, with 25% engaging the brand online and 12% using online video.
“While TV remains the leading media channel, once TV-centric media brands now engage with their consumers across a variety of digital touchpoints,” said Joan FitzGerald, comScore VP of TV and cross-media solutions. “While this enhances the quality of brand engagement, it also increases the complexity of media planning and analysis by orders of magnitude.”
According to the study, 60% of consumers accessed TV and other online sources while watching TV and 29% accessed Facebook.
“The media landscape is fragmenting at an ever-increasing rate, so having a measurement solution that traverses multiple screens is critical for everyone in the media ecosystem, including brands, networks and advertisers,” said Jane Clarke, managing director of CIMM.