MAGID MEDIA LABS PROVES THAT CBS ONLINE VIDEO STREAMING DELIVERS YOUNGER AUDIENCES TO ITS SHOWS
Study of 50,000 Also Reveals Online Viewing Drives More Audiences to Network Television
NEW YORK - CBS Interactive today announced the results of an ongoing study of nearly 50,000 individuals who have watched full episodes streamed online across the CBS Audience Network. The study, conducted by Magid Media Labs, underscores three main findings: CBS's video streaming of full-episodes attracts a younger audience; online viewers are incremental to broadcast viewers, and online video streaming is a net positive for CBS because it drives Web viewers to television.
Key findings of the CBS Audience Network study by Magid Media Labs include:
The median age of those streaming full episodes of CBS programming online is 38 years.
Having full episodes available online is complementary to network broadcasts in that it delivers CBS a net positive audience, with 35% of the online video-watching audience saying they are now more likely to watch CBS programming on television because they connected with the shows online.
On average, nearly half of CBS's online video streaming audience is incremental, with 46% saying they only or mostly watch online. A majority of these same viewers say having the content available online is not a factor in their decision not to watch on TV, thus making their online viewing additive.
"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, Director, 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."
"This is a new world where people can watch anything, anywhere, anytime, and on any screen," said David Botkin, Senior Vice President, Research & Audience Analytics, CBS Interactive. "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."
In addition to these findings, 68 percent of respondents said that the CBS Audience Network had the "right amount" of advertising on the site. 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, and purchase intent was even higher (31 percent) for certain items like consumer package goods.
About CBS Audience Network
With CBS.com serving as its hub, the CBS Audience Network has more than 300 partners including TV.com, AOL, Microsoft, Yahoo, Comcast, Joost, Bebo, Netvibes, Sling Media and Veoh and social application partners including Automattic, Brightcove, Clearspring, Goowy Media, meebo, MeeVee, Musestorm, Ning, RockYou!, Slide, VideoEgg, Voxant and vSocial, as well as Web sites from CBS's owned television, radio and affiliated stations. The growing slate of CBS entertainment, news and sports content available includes a roster of full episodes, clips and highlights based on CBS and Showtime programming as well as original made-for-the-web content from EyeLab, a programming unit that produces and distributes short form video to the CBS Audience Network. All content is ad supported and free to consumers.
About CBS Interactive
CBS Interactive, a division of CBS Corporation, is the best online content network for information and entertainment. Its portfolio of leading brands, which include CNET, CBS.com, CBSSports.com, GameSpot, TV.com, BNET, and Last.fm, span popular categories like entertainment, sports, news, technology and business. With more than 150 million people visiting its properties each month, CBS Interactive is a global Top 10 Web property.