What TV Programs are Viewers Watching Online?

While online viewing of TV program content remains low overall, there are a few shows that consumers clearly crave more of, and go online to find!

Animated programs and comedies are typically the genres viewers say they have watched online, according to E-Poll's monthly tracking study of 100 prime time broadcast programs. Family Guy, South Park, Ugly Betty, and The Office all have a high proportion of online viewers relative to the other programs measured. This is due in part to the fact that comedy lends itself more easily to online excerpts and to younger viewers, who will always dominate online.

Nevertheless, some one-hour "dramedies" also have high rates of online viewing. Fans of Grey's Anatomy and Desperate Housewives say they have gone online to watch all or part of an episode.

"Have Watched all or Part of an Episode Online"

Among Current Viewers of Each Program

Source: FastTrack(tm) Broadcast is a monthly tracking study conducted monthly by E-Poll to measure awareness, viewing and perceptions of 100 primetime broadcast programs among a total of 1000 prime time network viewers.

When Confidence in the Future is Low, Consumers Look to the Past

In June, consumer confidence fell to nearly its lowest level in a year**. E-Poll research shows that those consumers with negative perceptions about the current state of the nation tend to regard brands from the past with greater interest. During times of low consumer confidence, retro-brands can act as a "comfort food". Trust and legitimacy are key foundations of a consumer's existing relationship with a brand. As a result, a brand with a history can trump one that was created last week and offer a haven from consumers' uncertainties. And a brand coming back for its second run does not have to be targeted at its original consumers. A brand's history can act as a substitute for experience with that brand - this can be compelling in a retail environment that is swamped by thousands of new product launches every year.

So what brands from yesteryear still generate interest among consumers?

Would Watch or Purchase Products & Services in the Future*

Base: Total respondents n=2056

* E-Poll's "State of the Nation" study is fielded monthly among 2000+ respondents, representative of the US population by age, gender, income and regional distribution.

** The Consumer Confidence Index is published monthly by the Conference Board