Viewers Filling in Series Gaps on the Internet

It looks like Internet TV viewers are catching up on the episodes they missed by going to the Internet. IMMI tracks viewers across all media, and a recent study of NBC's Heroes, finds 9% of the viewers catching their first view of an episode on the network’s web site.

Almost 4.5% of the audience uses the Internet to watch an episode a second time. When you factor in repeat viewing, the Internet adds 11% to total viewing numbers.

Further analysis of viewing patterns across three episodes showed most viewers are not using the Internet to regularly watch the show. Instead they use the web to watch episodes of Heroes they missed, or re-run their favorites.

Viewers seem to be using the Internet as a valuable supplement to their TV viewing. With the ability to track viewing across all media, this is a trend IMMI is continuing to study.

The Internet seems to be growing as a supplement to TV: a place where viewers can fill in the gaps, or relive favorite moments. Shows with a tech-savvy audience may have an audience bigger than that captured by TV alone. IMMI is continuing this study and finding some very impressive Internet numbers across many shows.