Study: Adults choose Web over TV, YouTube ads more efficient than cable ads

Google collaborated with advertising research company Nielsen to conduct a series of new cross-media studies for television, and they discovered over one-third of adults opted for broadband Internet over cable TV.

The search engine’s six cross-media studies looked at viewership patterns and campaign effectiveness across television, YouTube, and the Google Display Network. The results indicated 31 percent of 18-to-49-year-old adults are “light TV viewers” who are “more efficiently reached with cross media campaigns on YouTube and the GDN than with TV alone.”

Google’s Advertising Research Manager Sheethal Shobowale took to the official Adwords Blog to further elaborate:

“At the end of 2011, several signs seemed to indicate that younger viewers were watching less TV and spending more time online. In fact, broadcast only/broadband homes have increased 22.8 percent since Q3 2011. We conducted a series of new cross-media studies for TV and six YouTube/GDN campaigns to find out if this trend would continue, and how it might impact advertisers in 2012. […]  Overall, the results suggest that adding YouTube and the GDN to your TV network campaigns improves effectiveness in several powerful ways…”

Check out Google’s infographic below and video above to learn more.