According to Charley Shoemaker, Nielsen's director of product management, data from Nielsen's new convergence panel confirms that lots of people are indeed surfing the Web while watching broadcast TV:
"We see a very large percentage doing simultaneous Internet activity while theyâ€™re watching network TV." Although he said most of the people arenâ€™t surfing content directly related to
the show theyâ€™re watching, the simple fact that theyâ€™re online suggests there is potential for cross-platform ad messaging, if certain technical issues are addressed -- for example (this
is just speculation, not based on anything Shoemaker said) by incorporating information on a household's TV viewing into online behavioral advertising. At the very least, the networks can use
real-time ad messaging and programming content to drive the Internet users to their online properties, or to related online content (for example fan club pages on social networks).