Online exposure leads to loyal TV viewers & evangelists

Viewers that find a show online eventually start to follow the show on TV, according to a study by Yahoo and interactive agency Deep Focus, reports ClickZ. The "Engage and Entertain" study found 19 percent of those researched a show before its premier became regular viewers. After the show airs, 13 percent of people that research it online become TV watchers. In contrast, 70 percent of people that research about a show before the premiere of its second season become regular viewers. If the season has already begun, 39 percent that seek information online will follow it on TV. Results suggest that prominently promoting a show, and providing users with plenty of information to "discover" on the internet, positively affects TV viewership. And because users that research a show are already interested on some level, they not only become TV viewers; they become series advocates. Yahoo and Deep Focus' "Engage and Entertain" study was compiled from a survey of 2,000 TV viewers, and focus group research.

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