Television Viewing Habits and Advertisers' Concerns

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12 Questions

What is a potential problem for television stations with the rise of online viewing?

Advertisers are not getting a response from viewers.

What do approximately 40 percent of Americans do while watching television?

Read blogs or go on social networking sites.

How are online viewers described in comparison to traditional TV viewers?

They are more engaged with what they watch.

What is one way broadcasting companies have adapted to the rise of online viewing?

Putting primetime shows directly on the Internet.

How do online viewers differ from traditional TV viewers in terms of commercials?

They are less likely to ignore commercials.

What potential advantage do online viewers hold for broadcasters, as mentioned in the text?

Online viewers may turn out to be more loyal fans.

According to the passage, what percentage of television viewers would cancel their cable television if they could get the same programs for free online?

44 percent

What happened to the number of viewers who would cancel their cable when they were told they had to pay a small fee for online viewing?

It decreased to 16 percent

According to the passage, what is the reason people have become used to getting online entertainment for free?

They have been conditioned to not value it as much

What is the view expressed in the passage about how television affects family time?

Television viewing brings families closer for a few hours each night

What is the main difference between a broadcast and a television program mentioned in the passage?

Broadcasts are a type of television program

What is the main concern expressed in the passage about the shift from TV to online viewing?

It will make people more isolated

Study Notes

Shift to Online Viewing

  • More than half of Americans (56%) surf the internet while watching TV, and approximately 40% read blogs or use social networking sites at the same time.
  • Online viewers are more engaged with what they watch, reading and writing comments, looking up details, and being less likely to ignore commercials.

Impact on Television Stations

  • Advertisers are not getting a response from viewers and do not want to pay for commercials that are not being seen.
  • Online viewers may turn out to be more loyal fans for broadcasters.

Online Availability of Shows and Movies

  • Internet technology improvement has made more shows and movies available online.
  • Broadcasting companies are putting their primetime shows directly on the internet, and movie rental stores are converting their DVD collections to digital libraries.

Changing Habits

  • Changing people's habits takes time, and some may not want to switch to online viewing completely.
  • Almost half of television viewers (44%) would cancel their cable TV if they could get the same programs for free online, but only 16% would do so if they had to pay a small fee.

Valuing Online Entertainment

  • People may have become so used to getting online entertainment for free that they learn not to value it as much.
  • Most households' monthly cable bills are the same or even more than what they would pay for the same shows online.

Social Aspect of Viewing

  • People still think it is important to watch television shows with their friends and family.
  • Watching TV used to bring families closer together, but it's feared that viewing shows online could make people more isolated.
  • Perhaps as online programming becomes more popular, people will find a way to make it into a social activity.

Explore how changing television viewing habits, such as multitasking with the Internet, impact advertisers. Discover the challenges faced by television stations in reaching viewers effectively.

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