The TV/PC Connection. Is It Synergy

Maura Clancey

How often do people use PCs and TVs at the same time? What effect does PC use have on TV involvement? And, how often does TV advertising inspire Web site visits? In its first How People Use TV (HPUTV) study devoted to the often-discussed and continually evolving TV/PC relationship, Statistical Research, Inc.

The TV/PC Connection: Is it Synergy?

Maura Clancey Statistical Research Inc

BACKGROUND

There has been considerable speculation about the relationship between TVs and PCs, most notably about the effects of PCs on the size of the television audience. Some have claimed that PCs are stealing TV viewers, while other studies suggest that the Internet is contributing to increased use of mainstream media, including television.

Beyond audience size, there is a need to understand how and when consumers combine new media with traditional outlets. Telecasters are creating their own TV-PC synergies promoting their Web sites on the air; selling...

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