Study: Marketers Reach Light TV Viewers Via the Web

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NEW YORK American Airlines, Subaru and Kraft increased campaign reach by shifting dollars from television to the Internet, according to a new study.

The research also found that marketers could reach light television viewers by moving more marketing money to the Web, since the online audience tends to watch less TV. Web surfers also tend to be younger, more affluent, more educated and more likely to be professionals—a desirable demographic for marketers, the survey said.

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