People who watch a network’s video online also spend 25 percent more time watching that network on their television sets, according to a new comScore study. From the report:
That finding comes from one of the first studies using a new method that examines how a single group of people consume video across TV, the Internet and mobile devices.
The results show that TV networks, on average, are reaching more than a quarter of their total audiences via mobile or Internet media, and 11 percent are digital-only consumers. Among news, sports and youth-oriented networks, up to 30 percent of the audience was reached through multiple devices during the five-week study.
Another interesting finding: 61 percent of consumers used the Internet at the same time as they watched TV at some point during the study. Nearly half of those used Facebook, specifically.
Related: Industry group to measure TV viewing across platforms (New York Times) | TV’s content rating system to expand to the Web (New York Times) | Here comes Apple TV (Forbes).