Search & TV

While the US online population is spending twice as much time on the Internet than they are watching TV, this doesn’t mean doom for broadcasting. Multitasking is key here, as 19% of Internet users are looking for content related to what they’re watching offline. This opens up a major opportunity for broadcasters to connect viewers with related content (shows, information, sponsor information) at their website. The brand boost from these pairings can be much more significant than isolating offline content or online content.

In fact, consumers who watch TV shows on network websites tend to think more highly of sponsorship brands and actually develop a stronger brand loyalty with the program than those who watch the program on TV alone.

Its brand associations that impress consumers. They realize that programming is developed for television, but appreciate when broadcasters gain an awareness of their changing lifestyles, which includes seeking offline content, online. Consumers back up their kudos by actually paying better attention to advertisers who sponsor online content. In a Knowledge Networks study, How People Use TV's Web Connections." 49% of TV network website viewers responded that they would more likely to consider a brand that sponsored the streaming or download option for an episode.

So, the correlation between brand approval for content also provided online is very strong. Connecting the users to online content isn’t so simple though for many broadcasters who are struggling to converge. Yet, most times, the tools are there on both sides, but connecting them in a replicable, memorable way is the barrier.

This is where search meets TV.