CBS Releases Study on Online Video Usage

NEW YORK, July 22: Online
video streaming of full episodes are driving more audiences to network TV,
according to a new study from CBS Interactive, conducted by Magid Media Labs,
surveying 50,000 users of the CBS Audience Network.

The report found that
having full episodes available to view online had an overall beneficial effect
on the CBS television network; 35 percent of the online viewers said they were
now more likely to watch CBS series on air. The survey also found that the
median age of those streaming full episodes of CBS programming is 38.

"The results are
clear: by making their programming available through the CBS Audience Network,
CBS has expanded the reach and audience for its content without impacting their
traditional television viewership," said Jaime Spencer, the director of
Magid Media Labs. "In fact, nearly half of CBS's online audience is
composed of viewers who only or mostly watch online, which opens the door to a
net gain of 21 percent of web-only viewers who are now more likely to watch TV
because they connected with the show online."

David Botkin, the senior
VP of research and audience analytics at CBS Interactive, added: "These
findings confirm what we've believed all along—online viewing is
complementary to broadcast viewing, so making our programming more accessible
to people drives awareness, interest and ratings both online and on air. In
addition, getting 50,000 of our online users to participate in such a survey is
a testament to the passion they have for CBS programming as well as to the
hundreds of partners making up the CBS Audience Network who distribute our
content in an open, non-exclusive manner."

The survey also assessed
the response to advertising on the site. CBS Audience Network had the “right
amount” of ads, according to 68 percent of respondents. Overall, 50 percent of
respondents correctly recalled the brand of an ad they saw during their viewing
experience, and 18 percent of those who recalled an ad said that they were more
influenced to make a purchase decision. Purchase intent was 31 percent for
certain items like consumer package goods.

Housed on CBS.com, the CBS
Audience Network has more than 300 partners, including TV.com, AOL, Microsoft,
Yahoo!, Comcast, Joost, Bebo, Sling Media and Veoh, as well as websites from
CBS's television, radio and affiliated stations.

—By Mansha Daswani