Viewers Go Online While Watching TV

NEW YORK The number of prime-time viewers who simultaneously go online while they watch TV more than doubles from Monday to Thursday night, leading a new study to conclude that marketers with the objective of driving Web traffic can benefit by boosting their TV ad spending later in the week.

That’s according to San Mateo, Calif.-based research firm Integrated Media Measurement Inc.

The study, conducted from September 2008 through January, showed that viewers were also online during roughly 9.3

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