WholeHome

The latest Nielson survey says that Americans are now surfing and watching TV Simultaneously.

Almost 60% of folks use the internet and watch TV at the same time – hugely significant for advertisers but the big result deals with how we get our content.

For every minute Americans spend watching “traditional TV” (Tune your TV to good old live channel 9 and sit through the commercials), we spend 5 times as much time on time shifted TV (Yeah – everyone has finally figured out the concept of a DVR – about time).  I’ve seen a huge surge in folks building their own DVR as well – perhaps a cobination of enlightenment, tough economic times, and a desire for self accomplishment.

Interestingly, for that same reference “traditional TV minute” folks spend 10 times as much time on the internet, but what Nielson missed was asking what they are doing on the internet. If the answer is watching shows on hulu or clips from youtube, that is much more significant than just surfing. Advertisers will need to be shifting their spend quickly to keep in front of the average consumer. Obviously the big question is how will TV be suported as advertising dollars begin shifting away.

One more needed study – for any given advertisement, correlating web hit timing to when the commercial airs – sounds like folks are headed out to get more information in real time with laptops right in front of the TV. Also huge for the tie in of ads and websites!