Trevose, Pa.-WorldGate Communications Inc. and Nielsen Media Research last week released their findings from an interactive study of 1,000 Massillon (Ohio) Cable TV subscribers last fall.
The study, backed by four major advertisers, found that 67 percent of those using WorldGate's "Channel HyperLinking" technology weekly for its "Internet on Every TV Service" did so one to four times, staying online an average of 2.6 minutes to interact with programming and 1.2 minutes with commercials.
The study also found that 22 percent said they are more likely to interact during commercials, versus 15 percent each for sports programming and sitcoms. Also, 40 percent of weekly Channel Hyper-Linking users wanted more reminders about which ads could be hyperlinked.
