• by Wayne Friedman , November 13, 2015

TV users who watch TV networks and the associated digital media areas are likely to watch much more TV on that network -- but incremental reach by network can vary widely when factoring in digital-only users.

Network consumers who use TV and the digital multiplatform area on average viewed 52% more of the network’s content on TV, compared to TV-only consumers, according to report from the Coalition of Innovative Media Measurement and comScore.

That means if the average TV-only viewer watched 100 minutes of a network on TV, then the average TV and digital viewer of that same network viewed the network 152 minutes on TV.

The report labels these big TV and digital users “super users."

This TV engagement grows even more when consumers increase the number of devices a viewer uses -- 48% more time when those TV viewers use one online platform -- desktop, smartphone, or tablet. And 72% more for TV viewers who used two or more platforms.

But across the 10 networks that were measured in the study, the incremental reach attained by digital-only consumers -- that is, consumers that used a network’s content on digital platforms but not on TV -- ranged from more than 100% increase in reach to around 2%.

The share of reach that was digital-only was 3% t or less for four of the networks in the study.