WebProNews

DVR users are the highest viewers of online primetime television content, according to a new study by Integrated Media Measurement Inc. (IMMI).

Among the people who watched primetime programming both online and on a DVR, 35 percent watched four or more episodes online, compared with 15 percent for people who watched primetime programming both online and on live television.

"During the past year, there has been much debate about the perils of making television programming available via the Internet," said Amanda Welsh, head of research for Integrated Media Measurement Inc.

"While some have speculated or feared that online accessibility would cannibalize television audiences, our data shows that the affinity of DVR users to view television episodes online offers advertisers new opportunities to recapture a desirable audience that had been slipping away."

Among people who watched primetime programming both online and on a DVR, 30 percent went online only once, compared with 57 percent for people who watched primetime programming both online and on live television.

"Rather than simply cannibalizing audiences as has been feared, offering content online presents a huge opportunity for television content providers and advertisers to reach elusive ad-avoiding audiences and to achieve higher engagement with them," said Welsh.