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I am compelled to add a supplement to my post on CBS (NYSE:CBS) earlier this week because I am a sucker for stats. David Poltrack, head of network research for CBS, is quoted in several industry publications stating that next season, CBS plans on making new fall shows available online prior to their broadcast TV launch. A recent research report published by his department concluded that consumers connecting with CBS online end up watching more CBS TV.

In addition to offering most or all shows online ahead of time, CBS is considering increases in promotion as well as supplementing its web presence with additional content for the online premieres.

The Stats:

  • 53% of people who watched the network's rookie shows online prior to their fall 2006 launch are still viewers of the show.
  • A segment of the population has emerged that has both a broadband internet and a digital television connection at home, and this segment has grown from 22% in the fall of 2005 to over 30% in the fall of 2006. This segment is pre-disposed to watching network TV.
  • 56% of people surveyed were aware that you could watch network television programs by streaming them over the internet. Of those aware of the streaming option, 46% have already streamed at least one program. Of those not aware of the streaming option, when told which programs were available for streaming, 62% selected at least one of the thirty-three available programs that they probably would watch via streaming over the internet in the future.
  • Poltrack is quoted as saying:

    ...By offering (consumers) new ways to connect to their favorite shows, whether its websites, podcasts, ringtones or other mobile features, we've been able to deepen the bond these fully connected viewers have with our programming.

    This investment in its business and migration online makes our long case for CBS appear even more viable.

    For nostalgia sake, on January 19, 1953, 68% of all TV sets in the U.S. were tuned to CBS, as Lucy Ricardo of "I Love Lucy" gave birth to a baby boy (happy birthday Desi Arnaz, Jr.).

    Disclosure: CBS Corporation [CBS], is a constituent in the Clear Spin-Off index licensed for the Claymore/Clear Spin-Off ETF (AMEX:CSD). Mr. Corn is CEO and founder of Clear Indexes LLC which publishes the index and he owns shares of the ETF; CSD. He does not directly own shares in [CBS].

    Source: More On The Online Push At CBS