interaction with a TV commercial for viewers comes with watching an advertising message on a laptop/desktop -- not via television, according to a recent study.
In a survey showing 59% of
U.S. commercial-watching viewers “having some degree of likelihood to act on a commercial they watch," the best results come when watching on a computer -- some 29%, according to research from
Viamedia, a cable sales representative company, produced from a Harris Interactive poll from June 24 to 26 of this year.
Television was next at 24%, followed by smartphones at 21%, tablets
with 21%, and smart TV at 4%.
Looking at results regionally, TV commercials viewers in the Western states are more likely than other areas to act on commercials, at 38%, followed by the
Midwest at 31%, the South at 27%, and the Northeast at 26%.
Sixty-nine percent of TV watchers approve of watching commercials on any on-demand TV programming -- and women approve of it
more, at 74% versus 65% for men.
Overall, U.S. TV watchers still prefer watching programming by more traditional means -- with 72% saying they watch cable TV and 33% watching on a device
such as tablet, smartphone or computer.
The survey was conducted online in the U.S. by Harris Interactive from June 24-26 among 2,029 adults ages 18 and older, of whom 1,958 watch TV
programming. This online survey is not based on a probability sample, and therefore no estimate of theoretical sampling error was calculated.