According to a new Knowledge Networks study, consumers who access content via TV network sites are more likely to consider the brands that sponsor that content. Consumers also have high levels of engagement with streaming or downloaded video on network sites and are more likely to view those same shows on regular TV.

The report, "How People Use TV's Web Connections," shows that sponsorship of network TV web offerings is a potentially powerful opportunity for marketing companies. The study found that nearly half of TV network website viewers say that sponsorship of the streaming or download of an episode would increase their consideration of the sponsoring brand. In addition, users of streaming or downloaded network video are significantly more likely than internet users overall to buy from companies that advertise on their favorite programs.

The report also suggests that TV networks themselves benefit from offering streamed or downloaded videos. Seventy-eight percent of viewers of these videos say that being able to watch episodes online increases their involvement with a program, and 25 percent of viewers of streaming or downloaded network TV videos say they are watching a regular TV program more often because of what they have watched on internet video.

In October, Newsweek reported that TV's prime time is changing to any time, as an increasing number of networks move content online.

"We found that, for the most part, features on network and program websites are building equity with program viewers, for both the TV networks and their advertisers," said David Tice, vice president, custom research, at Knowledge Networks/SRI and director of The Home Technology Monitor. "And while these data indicate a good start to sampling the networks' revamped websites and internet initiatives, there is much room to grow this crossover TV-web audience."

To learn more about how to maximize the TV-on-the-web space, read Joseph Carrabis' article, "2 Strategies for the Future of Online TV."