February 9, 2007

RESEARCH / TV: TV viewing is up, despite online video

TV viewing is up, despite online video

And that's true even among young audiences

Feb 8, 2007

Advertisers get in a lather, understandably, whenever a new threat arises that could challenge television and hurt viewing levels in the process, especially among the young. The latest perceived threat is online video, as available on sites such as YouTube.

But advertisers have little to worry about, at least for now and perhaps for some time.

Two separate research studies, from Magna Global and Leichtman Research Group in Durham, N.H., show that the online video craze isn't nearly as big as it sometimes seems. And more significant to advertisers, it's having no effect on TV viewing.

Kids are actually watching more TV, not less, even with the multitude of other options, including iPods, videogames and online video, according to the Magna study.

FULL ARTICLE AT http://www.medialifemagazine.com/artman/publish/article_10049.asp

Chris Schuepp
Young People's Media Network - Coordinator
Youth Media Consulting GbR
c/o ECMC (European Centre for Media Competence)
Bergstr. 8 / 11th floor
D-45770 Marl - Germany
Tel./Fax: +49 2365 502480
Mobile: +49 176 23107083
Email: cschuepp@unicef.org
URL: www.unicef.org/magic
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