A new report just released last week by AdvertisingAge has revealed how the TV viewing habits of consumers have changed since the last 2 years. The report focuses on TV and technology and has surveyed business executives for their TV using habits.

People have resorting to different screens to access TV contents for traditionally only available on a TV set. Among all additional screens for viewing TV contents, iPads have ranked the highest with 76.2% of the respondents reporting that they favor it for accessing TV content. Following iPads, mobiles and desktops are also high in the rank.

New on-demand streaming media, such as Netflix and Hulu Plus,  have become very popular. Over 63% of the respondents indicate that they are using one of them frequently to access TV shows. Director-global marketing director of General Electric Co., Linda Boff, has said that she spent half of her TV times on “Binge-viewing” her favorite TV shows, including HBO’s “Game of Throne” and Netflex’s “House of Cards”.

Also in the survey list are TV Apps, such as Showtime and HBO, and TV players, such as Apple TV and Roku. Also half of the respondents use them to access TV contents.

What does this mean for the marketers? The research also points out that marketers and agency executives are optimistic about the future of TV as an ad media. Despite the high increase of using multiple screens, TV still dominates view’s time. And in fact, TV still remains as one of the main media for marketers to target their audience. But other media are also in their spending plans. According to the Ad Age survey, 79.0% of marketers and agencies plan to spend on cable TV this year, 71.0% on broadcast and 63.0% on online video, buying time on TV network inventory.

In fact, newly available technologies and data allow marketers to target ad to specific households according to demographic and other data. It is thanks to the addressable TV systems provided by the cable and satellite TV providers.

In summary, TV will still remain as one of the most important entertainment items for the foreseeable future to come. New technologies and different screen allow marketers to target audience with more precision.