A large segment of the population don’t bother too much about TV watching. They are often referred to as ‘Light TV Viewers’.
31% of the18 to 49 age demographic spend an average of 39 minutes per day watching TV, so where can advertisers get better bang for their buck?
Google would have you believe that they and YouTube are better options for advert retention. TV by itself misses a whopping 63% of this target market, but with the addition of online there is a 27% increase in brand impression rate.