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Study: Online Viewers Interact More With Ads

24 Jul, 2013 By: Doug McPherson

LEXINGTON, Ky. – Consumers who watch TV ads on laptops or desktops interact more with those ads than those who watch the ads on TV, a recent study from cable rep firm Viamedia says.

A majority of TV watching Americans (59 percent) admit to having some “degree of likelihood to act on a commercial” they watch, with the strongest percentage saying they are most likely to do so when watching on a computer (29 percent), followed by television (24 percent), smartphone (21 percent), tablet (21 percent), and smart TV (4 percent).

TV viewers in the West are more likely than those elsewhere to say they will act on commercials seen on a computer (38 percent) followed by the Midwest (31 percent), the South (27 percent), and the Northeast (26 percent).

Of the 64 percent of Americans who watch on-demand programming, 69 percent say it’s okay to air commercials during on-demand programming, and women were statistically more likely than men to be okay with it (74 percent vs. 65 percent).

"[The] survey has proven that a majority of Americans will act on commercials they watch,” says Jeff Carter, Viamedia CEO.

Overall, U.S. TV watchers still prefer watching programming by more traditional means – with 72 percent saying they watch cable TV and 33 percent watching on a device such as tablet, smartphone or computer.

The survey was conducted online in the U.S. by Harris Interactive from June 24-26 among 2,029 adults ages 18 and older, of which 1,958 watch TV programming.

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