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MultiChannel News says that about 16% of U.S. households that use the Internet watch TV shows online, according to a report by The Conference Board and TNS. The primary reason: "personal convenience". Surprisingly, over a third of those surveyed said that they watch TV shows over the Internet to avoid commercials. Watching TV online means going to the website, possibly downloading a player, then sitting in front of a computer. And after all that, many networks do show commercials on the Internet although fewer than on TV. That's a lot to go through just to skip commercials. Haven't these people heard of DVRs? Other reasons why they watch online include "portability and a preference for computer viewing." Preference for computer viewing? I find that an odd finding. The accepted notion is that people prefer to watch TV shows on their TV sets: lean back viewing. Whereas computers are lean forward. Does this finding mean that consumer attitudes are changing? The main reason I watch TV shows online is catch up with shows that I've missed. I find it easier to find re-runs on the Internet rather than wait for it to broadcast again. I guess reruns are becoming less relevant now that viewers can instantly go to ABC.com, for example, and watch the first few shows of Season 2 of "Ugly Betty". Of course this has implications for advertisers.

“Over the next few years, the growing popularity of viewing TV episodes/shows online is going to have a huge impact on the way brands and advertisers communicate with viewers,” TNS executive vice president of technology, telecommunications and media Shari Morwood said in a statement. “If advertisers can effectively leverage the online video platform, we should see much more interactivity and emotional connections between brands and he online TV viewing audience.”

[tags] DVR, ABC, Ugly Betty, research, network, Hollywood, TV [/tags]