Internet And TV Get Equal Time From Users

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Internet users spend as much time online as they spend watching TV, according to a new report from JupiterResearch, "Media Consumption Patters: Online Vies with TV As Primary Medium."

TV viewing and online use have increased over the past five years, while usage has stabilized. Consumers say they spend more than ten times as much time with TV and the Internet as they do with print media such as magazines and newspapers. Advertisers continue to spend more on print, with newspapers receiving around three times the expenditure of online.

Money spent on television advertising is still the leader in the marketing mix with advertisers spending four times as much on TV advertising as on all online advertising.

"Neither relatively better targeting nor the increasing availability of branding-friendly rich media and video inventory have led to any demonstrable online cannibalization of TV spending, " said David Card, Vice President and Senior Analyst at JupiterResearch.

"But that’s partly because over half of users’ time online is spent in communications, like e-mail and instant messaging."

While social networks may seem like a good mix of media and communications, advertisers need to use them appropriately. JupiterResearch suggests that brand advertisers should use sponsorships, widgets, or branded microsites within the networks.

"Sponsoring personal-page themes and widgets that entertain or offer exclusive access to content also makes sense for reaching potential brand advocates," said Emily Riley, Analyst at JupiterResearch.

"But it takes a light touch. Marketing can’t be so intrusive that it risks creating negative brand associations."



Internet And TV Get Equal Time From Users
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