Buzzgain

Integrated Media Measurement Inc. did a survey, to understand the viewing habits of people who also surf the Internet at the same time. First some key takeaways:

1. TV watchers spent an average of 9.3% of their time online and simultaneously watching the tube.

2. Among viewers watching broadcast TV, 11% also are surfing the Web. For cable viewers, it’s 8.2%.

3. The survey also found that women, who do the bulk of the shopping, do the most simultaneous viewing.

Most marketers and advertising agencies who are trying to advice clients on an integrated Television and Internet camapaign fail to convince their clients about the ROI in that model.

Agencies found that in addition to the lack of metrics, the biggest impediment to effectively adopting digital media was that key people at a company, including senior management, simply don’t have a deep understanding of digital media.

Compare this to Century 21 Real Estate which has been using social media strategies to make lead generation more efficient.

Its not that the marketers at Century 21 are more “in the know” than others.

“This is very much Century 21 beginning the conversation, and a great forum for a radio talk show, with great queries and a very open conversation for that to be a two-way dialogue,” Ms. Thorne said.

Its about the specific marketing goal they want to achieve and how they measure it.

Finding effectiveness of “engagement” and “share of voice” is difficult.

Reducing cost of lead generation is not.