(23 July 2008 3:00 pm)

MUMBAI: US media conglomerate CBS has announced that its division CBS Interactive has announced the results of an ongoing study of nearly 50,000 individuals who have watched full episodes streamed online across the CBS Audience Network.

The study, conducted by Magid Media Labs, underscores three main findings: CBS' video streaming of full-episodes attracts a younger audience; online viewers are incremental to broadcast viewers, and online video streaming is a net positive for CBS because it drives Web viewers to television.

The median age of those streaming full episodes of CBS programming online is 38 years. Having full episodes available online is complementary to network broadcasts in that it delivers CBS a net positive audience, with 35 percent of the online video-watching audience saying they are now more likely to watch CBS programming on television because they connected with the shows online.

On an average, nearly half of CBS' online video streaming audience is incremental, with 46 percent saying they only or mostly watch online. A majority of these same viewers say having the content available online is not a factor in their decision not to watch on TV, thus making their online viewing additive.

Magid Media Labs director Jaime Spencer says, "The results are clear: by making their programming available through the CBS Audience Network, CBS has expanded the reach and audience for its content without impacting their traditional television viewership.

"In fact, nearly half of CBS' online audience is composed of viewers who only or mostly watch online, which opens the door to a net gain of 21 percent of Web-only viewers who are now more likely to watch TV because they connected with the show online."

CBS Interactive senior VP, research and audience analytics David Botkin says, "This is a new world where people can watch anything, anywhere, anytime, and on any screen. These findings confirm what we've believed all along - online viewing is complementary to broadcast viewing, so making our programming more accessible to people drives awareness, interest, and ratings both online and on-air.

"In addition, getting 50,000 of our online users to participate in such a survey is a testament to the passion they have for CBS programming as well as to the hundreds of partners making up the CBS Audience Network who distribute our content in an open, non-exclusive manner."

Other than these findings, 68 percent of respondents said that the CBS Audience Network had the right amount of advertising on the site. Overall, 50 per cent of respondents correctly recalled the brand of an ad they saw during their viewing experience, and 18 percent of those who recalled an ad said that they were more influenced to make a purchase decision, and purchase intent was even higher (31 per cent) for certain items like consumer package goods.