07.28.2008 10:42 AM
CBS says less than half its audience watches shows online

CBS claims that 46 percent of its online audience primarily views their favorite shows online, and most say that the wide availability of these shows across the Internet does not impact their TV viewing.

Thirty-five percent of the nearly 50,000 streamers surveyed by researcher Magid Media Labs on behalf of CBS reported that they are more likely to view shows on the network as a result of having been exposed to content on the Web.

Online viewing also appears to be driving down CBS’ new median age. While the network draws the oldest average audience on TV — 54, according to a recent report issued by Magna Global USA — the median age of CBS’ streaming audience is 38, according to Magid.

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