Hill Holliday and SecondScreen Networks recently partnered to conduct a survey on the role a smartphone (the second screen) plays in one's attention to TV commercials. With smartphone penetration in the U.S. at 44% by the end of 2011, they set to figure out how the second screen is affecting the thirty second spot that still drives the TV business. Not surprisingly they found that when viewers, "fiddled with their phones while watching TV; they were less likely to remember or like the TV content than when the TV was the only medium."
Friday, June 1, 2012
Study: phones distract from TV, but ads in sync boost recall
Hill Holliday and SecondScreen Networks recently partnered to conduct a survey on the role a smartphone (the second screen) plays in one's attention to TV commercials. With smartphone penetration in the U.S. at 44% by the end of 2011, they set to figure out how the second screen is affecting the thirty second spot that still drives the TV business. Not surprisingly they found that when viewers, "fiddled with their phones while watching TV; they were less likely to remember or like the TV content than when the TV was the only medium."
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