Viewers more engaged with ads when ‘second-screening’ | Media Analysis | Business
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Viewers are much more likely to follow up on a TV ad when simultaneously using their phone or tablet – dispelling one of advertising’s biggest myths that using another device would detract attention away.
TiVo 4Jan2018

According to research by media agency MediaCom and technology company ViewersLogic, ‘second-screening’ — that is the act of watching TV while using a mobile or other connected device — was found to actually improves viewers’ chances of following up on an ad by 75%. This reflects the ease with which a viewer can access a website/app from the brand they’ve just seen using a mobile device.

The results, taken from 1,877 people in the UK, were consistent across all age groups, gender and TV channels sampled, the companies said.

Women were more receptive to actively responding to an ad while second-screening, with 59% of all their active responses happening while using another device. That compares with 51% of men. The 40-54 age group was the most responsive, with 57% of all active responses happening while multitasking; and 55+ was the least responsive demographic, with 50%.

In another surprising finding, people who saw ad while second-screening were observed as being more brand-aware. One example tested found a 12%-point difference in brand awareness between those who were second screening during the ad exposure and those who were not.

The research also found that the so-called ‘zapping rate’ (the average number of channel changes a user does per hour) is 10% lower while viewers are engaged with their mobile phones than without them. This was found to be the case with all age ranges except 18-24, who actually changed channels more frequently while second-screening.

“In the past few years, the way people watch TV has changed quite drastically; on average, people spend around 30% of their TV time simultaneously looking at their phone or tablet,” said Pauline Robson, head of insight at MediaCom. “Historically, brands have shuddered at the thought of attention wandering to the second screen. However, our research has flipped that misconception on its head and shown that advertisers should actively look for shows where the audience is most likely to be second-screening. Media plans should actively take into account the second screening effect in order to improve efficiency; the opportunities for brands are huge.”