Virginia – comScore Inc. and the Coalition for Innovative Media Measurement (CIMM) have released a research white paper that reveals new findings about the viewing habits of consumers who engage with media brands across multiple touchpoints.

The report titled “How Multi-Screen Consumers Are Changing Media Dynamics”, based on a study of 10 broadcast network and cable brands over a five-week period, found that consumers are engaging with brands across platforms: about 90% engaging with a given brand did so on TV; 25% did so online; and 12% via online video.

In addition, for most of the media brands, the multi-screen consumers who use the media brands via TV and online video are the most loyal, spending more time with the content on any platform, and more time consuming the content on TV. 

Also, the study found that the segments of multi-screen consumers with the most engagement tended to correlate strongly with those brands’ key demographic targets. This suggests that engagement on other platforms represents an important extension of the key demographic audiences’ use and enjoyment of the media brands.

“While TV remains the leading media channel, once TV-centric media brands now engage with their consumers across a variety of digital touchpoints. While this enhances the quality of brand engagement, it also increases the complexity of media planning and analysis by orders of magnitude,” said Joan FitzGerald, comScore VP of TV & Cross-Media Solutions.