Light TV Viewers in 2012 Study: A Major Shift to Online from TV
As broadband access increases in homes, studies suggest that people are watching less TV and spending more time online. Known as "light TV viewers," these people watch less than two hours of TV a day, and comprise roughly 31% of adults 18 to 49. We conducted a series of six new cross-media studies for TV and YouTube campaigns to find out if this trend would continue, and how it might impact advertisers in 2012.
- Published April 2012