OPA Study: Web Can Extend Reach of TV

While one of the big stories this past year has been flood of TV content extensions heading to the Web, there has been little news about how the Web extends the reach of TV.

But that's exactly the effect the Internet has on the average TV watcher, who more and more is a multitasker, according to a new study released on Tuesday by the Online Publishers Association. The new research, based on extensive in-person observations and interviews with 350 subjects, found that the Internet can significantly extend the reach delivered by TV when the two media are used in tandem.

For example, during the early morning, a TV advertiser could potentially reach 42 percent of its target audience by using TV. But adding the Web into the mix results in a increase of 51 percent, yielding a new figure of 62 percent. Similarly, during the afternoon, the Web can increase TV's reach by 42 percent. (The effect is less so during the TV-dominant evening, as the Web increases TV's total potential reach by just 7 points, from 91 to 97 percent).

The same reach dynamic is seen with magazines, which can double an advertiser's reach when coupled with the Web, says the OPA.

“Based on our real-world observations, it is clear that consumers are consistently online even while they’re watching TV or listening to the radio," said Pam Horan, OPA president. "This unique attribute of Web usage means that advertising messages receive a dramatic boost when online is part of the buy.�

The OPA research project, dubbed “A Day in the Life: An Ethnographic Study of Media Consumption,� was conducted by Ball State University's Center for Media Design through the in-personal observation of 350 people last spring during roughly 80 percent of their waking day. Those participants literally had their lives chronicled, as researchers recorded their activities every 15 seconds.

“By observing people in real-life situations, this study provides a level of accuracy and insight that simply cannot be found elsewhere,� added Horan. “With that in mind, the evidence of the Web’s rise to mass media status is now clear and incontrovertible.�

The Web's reach power is derived from its growing prominence as a primary medium for most Americans. According to the research, the Internet ranks number one in usage for users at work, and second only to TV at home, ahead of magazines, radio and newspapers. And during the work day, the Internet delivers a dominant 55 percent reach of all consumers, versus 21 percent for TV