Simultaneously advertising on prime time TV and on internet sites may be a solid new strategy to touch consumers according to my analysis of The Nielsen Company's recently released 2010 Q1 Three Screen Report  entitled, "What Consumers Watch: Technology Enhances the Video Experience." 

The report provides information and data about households and their video viewing behaviors when using HDTV, timeshifting (DVR or OnDemand) devices, broadband internet, and smartphones.  The findings are interesting for local advertising buyers for franchise marketing efforts, and they suggest a new strategy may be in order.

The report finds that DVR usage and penetration into homes has increased 14% to more than nine and a half hours per month.  Interestingly, while DVR usage increases, the rate of commercial viewing during playback remains steady—good news for advertisers. According to the report, on average, "45% of commercials are viewed during [DVR] playback in Q1 2010 compared with 43% in Q1 2009." 

Also interesting is that 58.7% of people are using TV and the internet simultaneously.  This number astounds me and got the wheels turning.  Perhaps, integrating a local internet marketing campaign along with a prime time TV schedule could be an effective way to target my audience and reach them where they are currently absorbing a majority of their advertisements.  It may seem obvious, but paying attention to the data and placing advertising in multiple mediums where consumers are most receptive, in an integrated fashion, is a critical component to advertising success and is one of the Balihoo media team's strengths.

Whether you work in advertising or are on the other end as a consumer, I encourage you to check out the report.