A powerful mix - how people, TV and internet interact

This paper describes a research initiative designed to better understand the nature of how audiences consume television and online content.

A powerful mix – how people, TV and internet interact

Pete DoeAnalytics and Modeling, Nielsen Media Research, United States

Christian KugelDenuo (a Publicis Groupe Company), United States

BACKGROUND

Over the past seven years, interactive media has become an accepted and commonly leveraged part of the media mix. Advertisers' adoption of interactive has been driven by a number of audience behavior factors, including the pervasive trend of audience fragmentation across all media types, the increase of Internet adoption and the prevalence of fast, always-on (and often wireless) connections. But clearly a critical (if not thecritical) reason why...

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