TV and Online Start Their Relationship

TV and the internet are important mediums for both consumers and advertisers. However, combining the two together has never really been successful until now. Smart TVs were the big topic at the 2012 Consumer Electronics Show and projections are for 892 million smart TVs in homes by 2016.

Smart TVs will establish social networking, web browsing, user-generated content, online purchasing and other media firmly in the centre of the living room.


The ability to download apps for various entertainment coupled with a full web browser is likely to change media consumption in an environment where TV is totally dominant.

The key change in consumer behaviour is that viewers watch on their schedule. No longer does TV dictate when viewers watch their favourite shows. Engagement and careful targeting are essential for advertisers to be noticed as the viewer transforms to an interactive viewer-listener-reader.

Despite massive potential, 2012 appears to be too early for smart TVs to take off. According to YouGov only 15% of UK consumers say they will own one in the next 12 months. KPMG recently reported that 59% still prefer traditional media to ‘new media’ and JWT’s 10 trends for 2012 identifies the importance of our analogue past with increasing digitalisation.

However, there are plenty of opportunities with changing media consumption from smart TVs. It is important for media owners and advertisers to be aware of changes in the new platform and evolving consumer habits. For example, RadioPlayer developing a new easy-to-find app to make "radio easier to find. Ideally, under one button".

Useful Infographics on Smart TV apps and advertising engagement.

Paul Barnes
Media Analyst