
Cross-platform advertising on both TV and Internet screens continues to drive incremental reach upward.
In studies of the effectiveness of some 12 campaigns, Nielsen says average incremental
reach of adults 18-49 was boosted by 10.4% by adding online to TV.
In total, an average of 99 million 18-49 viewers were reached with the campaigns, with online adding an additional 10 million
people.
Some 49% of the reach came from TV only; 7.7% from online-only, and 17.9% combined. Total TV reach, including some of the combined results, gave a TV a 67% reach; total online reach
was 25.6%.
Nielsen says the 12 campaigns include advertisers in food, electronics, entertainment, financial and auto, which are looking to reach adults between 18-49 years old. The 12
campaigns -- served at least 1 billion television exposures and 100 million to 500 million online impressions -- reached almost 75% of the audience they sought, adults 18-49.
A recent Nielsen
survey says that 62% of North Americans now use a second screen to browse the Internet while watching TV-video programming, and that 39% say they keep up with TV shows by using social media -- for
everything from plot twists to product placements.