Research shows that this year 80% of viewers consumed video content via broadcast TV, versus the remainder who preferred other platforms like OTT or video on demand. However, that number was down from 2011, when 89% of consumers favored linear TV. Panelists at a CCW-SATCON session said the industry — both the broadcast and advertising sides — need to start considering broadcast TV “one part of the mix,” and find the means to capture — and measure — consumers across platforms.
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