Knowledge Networks Report Shows Growing Online Viewing of TV Network Video

Exposure to pre-roll, embedded ads within video holding steady

MENLO PARK, Calif.--()--A new report from Knowledge Networks indicates that more people are consuming video from TV networks online, and that their tolerance for pre-roll or embedded ads within that video has not diminished since 2006. Knowledge Networks’s most recent TV’s Web Connections report demonstrates that more people are choosing to consume TV network video through free or pay-for-content websites than ever before.

The new report is the fifth in a series examining the links between “traditional” television viewing and TV networks’ digital extensions. Based on 1,509 interviews with consumers aged 13 to 54, the new research shows that:

  • roughly one in three (35%) Internet users said they watched streaming video content that originated from a TV network between September and November 2010 – up from 29% in the same period in 2006;
  • the originating network’s Website is a source of video for roughly 6 in 10 (57%) users of streaming video, followed by non-network sites (45%);
  • more than one quarter (28%) of network streamers watch pre-roll/embedded ads within that video – the same proportion as in 2006 – and another 48% of streamers still report listening to the advertising audio, even if they don’t watch the ad

“Advertisers and TV networks should be pleased,” said David Tice, Vice President and Managing Director, Client Service, at Knowledge Networks. “Online viewing of their assets is growing apace, with little indication of increased frustration with the advertising load. Consumers continue to accept some level of advertising as an appropriate quid pro quo, boding well for the continuation of ad-supported online models – where the content has clear value and appeal.”

The new report also shows that 17 percent of those who watch streaming or downloaded network video – 5 percent of the total 13-to-54 population – say they have reduced or eliminated regular TV service in the past year because of their Internet-enabled viewing. This is up from nine percent of streaming/download viewers in 2009 (or three percent of the total population).

This report has been featured in a story in Advertising Age:

You can purchase the report here: A fact sheet on the survey is available here:

How People Use® TV's Web Connections has been produced as part of The Home Technology Monitor™, a service that tracks both ownership of over 100 media technology devices and services and the ways that people are using those devices in everyday life. The Home Technology Monitor leverages KnowledgePanel®, the only online consumer panel based on a representative sample of the full U.S. population. Research for the new report was conducted between September and November 2010.

About Knowledge Networks

At Knowledge Networks we are passionate about research in marketing, media, health and social policy – collaborating closely with client teams throughout the research process, while applying rigor in everything we do. We specialize in innovative online research that consistently gives leaders in business, government, and academia the confidence to make important decisions.

KN delivers affordable, statistically valid online research through KnowledgePanel® and leverages a variety of other assets, such as world class advanced analytics, an industry-leading physician panel, an innovative platform for measuring online ad effectiveness, and a research-ready behavioral database of frequent supermarket and drug store shoppers.


For Knowledge Networks
Mark Naples, 646-265-7372

Release Summary

TV network online video content continues to grow in use, while tolerance for pre-roll and related advertising is holding steady.


For Knowledge Networks
Mark Naples, 646-265-7372