The gist: A new report from Nielsen and Google shows how YouTube and linear TV can help each other.
More information: “A Nielsen case study commissioned by Google found that TV reach seems to drive YouTube engagement, and in turn, YouTube engagement drives TV reach,” reported Adweek.
“In other words, according to the report, people who view a TV program’s content on YouTube are more likely to tune in to the actual show. Because of that, as TV audience increases, so does YouTube viewership,” the article continued.
The article added: “According to Nielsen, digital advertising in the U.S. has been rising 15 percent every year since 2012 with no signs of slowing down. (In fact, according to eMarketer, digital ad spending will surpass TV as soon as next year.) But the seemingly symbiotic relationship could be a sign for advertisers that both mediums might be better than just one.”