"Multi-Screen Video Consumers are the Most Engaged
comScore and the Coalition for Innovative Media Measurement (CIMM) released the results of their latest market study, revealing several new findings about the viewing habits of consumers who engage with media brands across multiple touch-points.
“While TV remains the leading media channel, once TV-centric media brands now engage with their consumers across a variety of digital touch-points. While this enhances the quality of brand engagement, it also increases the complexity of media planning and analysis by orders of magnitude,” said Joan FitzGerald, comScore VP of TV & Cross-Media Solutions...
Key insights from the market study include: Consumers are Engaging with Brands Across Platforms -- A study of 10 broadcast network & cable brands covering a five-week period showed that an average of 90 percent of consumers engaging with a given brand did so on TV, while 25 percent did so online and 12 percent via online video. Online Video & Multi-Screen Consumers are Most Engaged and Loyal Brand Consumers --...."
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