Multitasking

New study says many watch TV and surf the Internet at the same time:

Where do TV and the Internet meet? The answer, according to a study released today by comScore Media Metrix, is that it’s often in the same room. The survey of 45.1 million Americans finds that 48% have both in the same room and of them, 47% frequently watch TV and surf the Internet at the same time. Twenty-nine percent surf and watch every once in a while and only 5% say they never do. It’s not often that the two meet in content, however. Only 15% visited a Web site about the show they were watching while they were watching TV and another 15% chatted online or sent email about the shows. But comScore said this could be developed, creating an opportunity for advertisers to reach consumers through simultaneous media delivery and interactivity.

I am amazed that more broadcasters haven’t taken full advantage of this opportunity to cross-promote their shows and websites. Fox’s 24 did it well, and the news channels make a point of it, but the opportunity seems barely tapped.