A report from ComScore and the Coalition for Innovative Media Measurement (CIMM) shows that cross-consumption of TV is growing, and these consumers are spending more time engaging with content. For the white paper ‘How Multi-Screen Consumers are Changing Media Dynamics’, ComScore and CIMM studied 10 broadcast network cable brands over a five-week period and made new findings about the viewing habits of consumers across multiple devices. The report found that, though 90pc of consumers engaged with the media brands via TV, 25pc also did so online, and a further 12pc did so through online video.
Significantly, this report shows that online consumption is not cannibalising TV, but rather that viewers are enhancing their experience with these additional services and engaging more with the content as they do so.
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