TORONTO – Two new studies by the Television Bureau of Canada say that while Canadians consume video on their computers, tablets and phones, they still like watching TV on TV sets.
Given the choice between smartphones, tabs and computers, 87% of adults between 18 and 49 prefer watching their favourite TV shows on a television screen at home, says the TVB’s Television Viewing Preferences and Online Synergy 2013 study. The research also found that 73% of the same demographic think watching TV content on a computer, tablet or mobile device could not replace viewing on a television set.
“In a saturated media landscape, where consumers have the choice of a wide variety of screens, TV remains the screen of choice,” said Theresa Treutler, president and CEO, TVB. “This new research provides insight into electronically measured PPM data, indicating TV watchers spend a very robust and stable weekly average of 23.3 hours watching television.”
The Television Bureau of Canada is an industry association for commercial television broadcasters in Canada and acts as a spokesperson for its members on television and advertising issues affecting the broad membership. It also provides research and information about television advertising and aggregates revenue data for all media, including television, internet, radio, newspapers, magazines and out-of-home, which is “considered industry currency and is utilized by organizations such as the Conference Board of Canada, Canadian Marketing Association and others,” says the press release.
Back to the study, 62% of respondents said they watch TV and browse the web simultaneously, and 63% of them go online to research a product or service seen in a TV commercial.
The release did not say how many Canadians are using smart TVs or other web-connected devices to bring online video content to their preferred big screen.
In the second study, TVB’s Attitudinal Survey 2013, 76% of the 18-49 demographic agree that commercials viewed on their TVs are the most effective or influential, versus just 22% viewed on a computer, tablet, e-reader, or mobile device, says its press release.
