Would YOU watch Online instead?

Apparently some consumers are.

According to a new study by Integrated Media Measurement Inc., more than 20% of TV viewers watch some amount of primetime programming online.

The most interesting thing that came out of this study was, "50% are watching programming as it becomes available and appear to be beginning to use the computer as a substitute for the television set."

While traditional TV viewing won't disappear any time soon, we could be starting to see a real shift in how consumers choose to watch programming. The increasing popularity of watching TV online makes sense, though. Online TV provides the same benefit as DVRs -- convenience for consumers to watch shows when they want, rather than letting the TV schedule gods dictate their lives.

And for you media gurus out there -- this study provides some great rational for buying ad space for online TV.

- posted by Hillary Hempstead