LONDON: UK television industry body Thinkbox plans to investigate how consumers are using online TV services and how attitudes toward them compare with broadcast TV.

In addition, the study will look at differences in viewing behaviours and patterns; how online TV affects engagement; the role of catch-up TV; and how the online TV ad market is likely to develop.

Preliminary results of the study, to be carried out by Work Research, are expected in the autumn.

Comments Thinkbox research and strategy director David Brennan: "I hope that this new research will ... help advertisers understand how it [online TV] can be integrated effectively with their broadcast TV campaigns."

Data sourced from; additional content by WARC staff