Online TV Viewing For Catch-Up

According to Nielsen's online panel data of U.S. visitors to online TV sites in the last 30 days, when it comes to viewing behavior, demographics, and ad effectiveness, those watching online TV Network video are closer demographically to DVR users by gender breaks, but closer to the general online population relative to age, reports Jon Gibs, VP for Insights, Online and Cross Media. Americans are consuming more and more video on TV, Web and Mobile according to the recent Nielsen A2/M2 Three Screen Report, but the broader usage patterns suggest that online video is a replacement of DVR use, or used by those who do not have immediate access to TV. TV network content online is used to catch up with programming, and not typically as a replacement for TV viewing, as results from the email survey showed.