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| Olympics viewers combine TV viewing with web use |
| Wednesday, 03 March 2010 00:00 |
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New figures from Nielsen show that 13 per cent of viewers tuning into the opening ceremony of the winter Olympics engaged with online content.
Data from the company showed that these multi-taskers spent on average 32 minutes engaged in simultaneous activity. More than a third of simultaneous users visited Google sites, while 35 per cent visited Yahoo. Almost one in ten users visited streaming video sharing site YouTube while watching the Olympics, with each user spending an average of 14.9 minutes on the site. Nielsen said that the simultaneous use of TV and sites such as Facebook and Google, presents an opportunity for media companies to extend advertising engagement across screens, as well as to enrich the overall experience for viewers. Henry Cowling, creative director of the Viral Factory, recently pointed out that the increasingly popularity of social networking platforms has helped to increase access to streaming media content on the internet.  |