Research by the American Marketing Association seems to say that the Internet and TV complement one another. One writer, commenting on this, seems to draw the conclusion that complementing implies that there is no impact from the Internet.
In reality there has been a bunch of studies recently that says more people are abandoning Television for the Internet. In other words, the Internet does compete for the attention of viewers.
In spite of that, there is still a complementary action that does take place between the two. For example, a number of people are found to go to the Internet after a TV show to vote on something the show asks them to.
There is a number of people that also toggle between the two. People on YouTube, when shown trailers for TV shows, have been proven to go and watch the show, improving its viewing numbers. It shows how ignorant some of the companies are that have been banning the uploads because they don't originate with them.
Yet even when you consider all of this though, the overall trend is that people are continually abandoning TV for the Internet as their media of choice. Bad news for the scrambling TV networks.
One interesting statistic from the study that surprised me was that minorities were much more apt to visit Web sites that were connected to TV shows. Along with that, women would visit a Web site to particate in voting or a contest, much more than men.
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