Internet Video Viewing Linked to Program Engagement, Plus Heightened Brand Consideration, Loyalty for Sponsors

Internet Video Viewing Linked to Program Engagement, Plus Heightened Brand Consideration, Loyalty for Sponsors

New Knowledge Networks study reveals powerful opportunity for integrated marketing

MENLO PARK, Calif., Feb. 28 /PRNewswire/ -- According to a new Knowledge Networks study, consumers who access content via TV networks' sites are more likely to consider the brands that sponsor that content; they also have high levels of engagement with streaming or downloaded video on network sites and are more likely to view those same shows on regular television.

The report, How People Use(R) TV's Web Connections, shows that sponsorship of network TV web offerings is a potentially powerful opportunity for marketing companies, while also offering substantial benefits to TV networks and stations themselves. The study shows that

-- Nearly half (49%) of TV network website viewers say that sponsorship
of the streaming or download of an episode would increase their
consideration of the sponsoring brand.
-- Users of streaming or downloaded network video also are
significantly more likely than Internet users overall (30% vs. 22%)
to buy from companies that advertise on their favorite programs.

The report also suggests that TV networks themselves benefit from offering streamed or downloaded videos:

-- 78% of viewers of these videos say that being able to watch episodes
on-line increases their involvement with a program.
-- 25% of viewers of streaming or downloaded network TV videos say they
are watching a regular TV program more often because of what they
have watched on Internet video.

"We found that, for the most part, features on network and program websites are building equity with program viewers, for both the TV networks and their advertisers," said David Tice, Vice President, Custom Research, at Knowledge Networks/SRI and Director of The Home Technology Monitor(TM). "And while these data indicate a good start to sampling the networks' revamped websites and Internet initiatives, there is much room to grow this crossover TV-Web audience."

How People Use(R) TV's Web Connections is part of the ongoing service The Home Technology Monitor(TM), which combines annual nationwide surveys of media technology ownership with special reports on key devices and services. These special reports are based on Knowledge Networks/SRI's exclusive How People Use(R) media methodology, a proven technique for studying the quality of media exposures, including engagement.

Based on a large-scale quantitative survey conducted among Internet users, How People Use(R) TV's Web Connections measures how television audiences use and react to links between television programs and their parent networks' on- line assets, including the network's website, the program's website, and features such as Internet-delivered video.

The Home Technology Monitor(TM) is the definitive source of reliable insights into consumers' ownership, use, and response to media-related technologies, from broadband to DVRs to wireless Internet access. The program builds on nearly three decades of research, combining top-quality nationwide surveys of technology ownership with special reports on key devices and services. These special reports are usually based on Knowledge Networks/SRI's exclusive How People Use(R) media methodology, a proven technique for studying the quality of media exposures.

Knowledge Networks (KN) delivers quality you can use-superior methodologies, design, and analysis that give you an edge when it comes to making smart, safe business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.

In 2001, Knowledge Networks acquired assets and expertise from Statistical Research, creating Knowledge Networks/SRI. KN/SRI is one of the country's leading authorities on consumers' use and ownership of media and technology. The company is the leading measurement provider for Yellow Pages directories; other specialties include cross-media allocation (MultiMedia Mentor(TM)) and studies of consumers' interactions with media (How People Use(R) research).

For more information, contact David Stanton (Vice President, Marketing Communications) at dstanton@knowledgenetworks.com or (908) 497-8040.

Source: Knowledge Networks

CONTACT: David Stanton, Vice President, Marketing Communications,
+1-908-497-8040, or dstanton@knowledgenetworks.com

Web site: http://www.knowledgenetworks.com/

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