• by Wayne Friedman , July 17, 2013

Higher 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.

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