Second-screen usage distracts viewers from TV advertising, according to a study from TNS Infratest commissioned by wywy.
Among viewers who used a second-screen device while watching television, TV ad awareness dropped a shocking 58%, compared to TV-only viewers participating in the study.
That said, the research found that new technologies can bolster ad awareness and brand image among those using second screens while watching TV. When new cross-media technology synching the delivery of TV and online ads onto the second screen was used during the study, TV ad awareness increased by more than 40%, creating an uplift among the mobile and tablet users.
"This study again confirms to advertisers that attention is turning away from the TV towards second screen devices, especially during commercial breaks," said Andreas Schroeter, co-founder and COO of wywy. "Nearly half of the TV viewers use their tablet or smartphone to write emails, read news or surf on social networks while watching TV. New cross-media technologies synching TV and online ads are now proving to be an effective solution in recapturing the viewers' attention as it diverts to the second screen."
The study also recorded strong uplifts in key advertising performance indicators such as brand attitude (38%) and word of mouth (18%) when online ad synching technologies were used in tandem with TV advertising.
The company pointed out that a valuable by-product of the synched solution is the immediate feedback channel it provides to the performance of television advertising and its ability to impact online behaviour – a phenomenon that has increased due to the proliferation of second-screen usage in parallel to TV viewing.