Comscore Study: Many Mix Web, TV Viewing

NEW YORK September 23,2002; AP reported that a new survey suggests a growing number of Internet users are watching television and surfing the Web at the same time.

The Internet research firm ComScore found almost half of Internet users keep a PC and a television set in the same room. Almost half of them — some 20 million people — watch TV and use the Net at the same time.

ComScore analyst Stephen Kim said only a few of them are looking at Web sites related to the T-V shows they are watching.

The study has significant implications for advertisers. It indicates Internet is becoming a powerful distraction for TV viewers, when advertisers would like them to be watching commercials.

The study finds NBC the favorite network of Internet users, followed by Fox.