Online consumers more engaged with TV programming, study finds

TV audiences who watch online and through mobile devices may be looking better to advertisers and networks. A new study by ComScore and the Coalition for Innovative Media Measurement found that people who watch TV online in addition to the traditional way spend more time consuming the content. According to the study of 10,000 consumers, people who view programming through TV and online spend 25% more time viewing than those who engage only through regular television. "Consumers who build online video into their TV experience appear to be an important core constituency for media brands," the study’s authors wrote.