Samantha Clark

CBS goes high-def online, gets more TV viewers
July 25, 2008

CBS is embracing online video even more. This week is launched the CBS HD Gallery, offering high-def clips and full episodes of shows including CSI, Survivor, How I Met Your Mother, Big Brother, The Amazing Race and The Big Bang Theory.

Better yet, CBS scored an exclusive sponsor, Intel, so the content is streamed for free -- with ads for Intel, of course.

It's understandable that CBS would be so gung-ho about online video. A "CBS Audience Network" study by Magid Media Labs found that online viewing drives more viewers to network TV.

Here's the study's key findings:

• The median age of those streaming full episodes of CBS programming online is 38 years. 

• Having full episodes available online is complementary to network broadcasts in that it delivers CBS a net positive audience, with 35% of the online video-watching audience saying they are now more likely to watch CBS programming on television because they connected with the shows online.

• On average, nearly half of CBS's online video streaming audience is incremental, with 46% saying they only or mostly watch online. A majority of these same viewers say having the content available online is not a factor in their decision not to watch on TV, thus making their online viewing additive.

"The results are clear: by making their programming available through the CBS Audience Network, CBS has expanded the reach and audience for its content without impacting their traditional television viewership," Jaime Spencer, director of Magid Media Labs, said in a statement. "In fact, nearly half of CBS's online audience is composed of viewers who only or mostly watch online, which opens the door to a net gain of 21 percent of Web-only viewers who are now more likely to watch TV because they connected with the show online."

Sounds like good cross-promotion.

Posted by Samantha Clark on July 25, 2008 | Comments (0)