Web Video Hasn’t Hurt TV Ratings

NEW YORK An estimated 81 million people watch broadband video, but this has not adversely affected TV ratings, according to a study released Tuesday by the Nielsen Co. and the Cable & Telecomm-
unications Association for Marketing.

The study said about 63 percent of the 129 million broadband users in the U.S. watched online video as of March, up 16 percent from September.

Television viewing, however, has not been hurt by the increase. The study found that broadband video was largely “incremental new viewing” and not a substitute for TV usage.

The report also found that 33 percent of those surveyed said watching broadband video actually increased their television viewing time compared with 13 percent who said it decreased TV consumption.

Respondents also indicated that availability of television programs on the Internet could lead to greater broadband video viewing. Those surveyed also said Web video accessed via their TV sets would lead to greater consumption.

ABC’s site was listed as the leader among broadband viewer visits to TV network portals, according to the study, and Yahoo!’s movie site was the leader in the film category.

Nielsen and CTAM conducted more than 2,200 online interviews for the study to analyze how video formats and advertising contributed to broadband and TV viewing.

The Nielsen Co. is the parent company of The Hollywood Reporter and Adweek.