or NBC? Streaming Video versus Traditional TV: A Study of an Industry in Its Infancy

The research employed online interviews among young adult viewers of online streaming television and traditional television to determine how media differ in terms of use and advertising perceptions and avoidance. or NBC? Streaming Video versus Traditional TV: A Study of an Industry in Its Infancy

Kelty Logan

University of Colorado-Boulder


Thirty years ago, television was the medium that drove the creation of advertising. In 2011, advertisers aggressively are seeking alternatives to television advertising in the wake of escalating costs and decelerating reach. Audience erosion has been attributed to the proliferation of television channels and the increasing popularity of media alternatives such as video rentals, video games, and Internet use. Although the new media options often provide advertisers with the ability to micro-target an advertising message, television...

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