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Online Viewers are Most Engaged, Finds comScore White Paper

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A white paper released today from digital measurement company comScore and the Coalition for Innovative Media Measurement (CIMM) found good news for media companies offering both broadcast and online video. According to the research findings, viewers who watch a media company's content on multiple screens spend more time with the content both online and with traditional TV.

comScore measured the results by following 10,000 multi-screen consumers who had access to TV, internet, and mobile devices. The study was conducted for five weeks in the fall of 2011.

The study looked at reach and found that 90 percent of consumers engaging with a media company did so via TV, 25 percent did so online, and 12 percent with online video. Multi-screen viewers were highly likely to be on-target for the media company's key demographic.

TV viewers often enrich their traditional viewing with online content. The study found that 60 percent of the media companies' viewers watched TV and online content at the same time.

"While TV remains the leading media channel, once TV-centric media brands now engage with their consumers across a variety of digital touchpoints. While this enhances the quality of brand engagement, it also increases the complexity of media planning and analysis by orders of magnitude," says Joan FitzGerald, comScore's vice president of TV and cross-media solutions.

The full white paper, How Multi-Screen Consumers Are Changing Media Dynamics, is available for free download (registration is required).

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