TV Viewers Tapping into 2nd (and 3rd) Screens for Video Fix

Arbitron says that more viewers are using PCs and mobile devices to access video content.


With Hulu, Netflix, Amazon Instant Video and so many other video services available on portable devices, it’s inevitable that TV viewers would… well, you know — use them. A new study is reinforcing that fact.

Arbitron and the Coalition for Innovative Media Measurement (CIMM) just came out with data saying that more TV viewers are using PCs and mobile devices as second and third screens to access video content. The two presented results from a cross-platform pilot test at the Advertising Research Foundation Audience Measurement 7.0 conference in New York.

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Just so you know, the CIMM currently includes members such as A+E Networks, Belo, CBS Corporation, Carat USA, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group Mediabrands, LEGO Systems, Inc., Microsoft, NBC Universal, News Corporation, Omnicom Media Group, P&G, Publicis Groupe, Scripps Networks, Time Warner, Unilever, Univision Communications, Viacom, and The Walt Disney Company. So when the study mentions “CIMM content,” there was quite a pool to pick from.

The results stated that 91.7 percent of the panelists who viewed CIMM TV/cable outlets used a second or third screen to access video sites or CIMM member sites. About 35.5 percent said that they used all three screens (a TV, PC and Android/Blackberry device).

Where do they do that exactly? Well, your employer might be interested to know the 35 percent of CIMM TV/cable outlet viewers accessed online video sites while at work. Out-of-home consumption accounted for about 13 percent of the total time spent with CIMM TV and online video sites.

Breaking down the numbers, TV and PC access to online video sites dominated two-screen use at 48.9 percent, with TV and Android/Blackberry devices representing the smallest share of two-screen users at 7.3 percent.

Arbitron recruited an opt-in panel of approximately 500 people aged 18 and older to participate in the pilot. With their permission, Internet and mobile measurement was added to the scope of their PPM panel participation.


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