Multiscreen Use Boosts TV Observation Time, Exposes People To More TV Commercials, Says UK Study

You are here: Home Page » Over The Top Video » Multiscreen use boosts TV observation time, exposes people to more TV commercials, says UK investigate

Jul 11, 2012 12:23 PM

Second shade use encourages people to watch more radio and exposes people to more radio ads, according to the results of a investigate expelled June 28 in London.

The study, "Screen Life: The View from the Sofa," conducted for UK blurb TV selling organisation Thinkbox by COG Research, found that multiscreen viewers were more expected to stay in the TV room and lay by blurb breaks. Multiscreen viewers stayed put for 81 percent of blurb breaks, whilst nonmultiscreen viewers stayed in the room for 72 percent of ad breaks.

The research sought to pick out how multiscreen viewers watch TV and correlate with what they see on TV. "We've always multitasked in front of the TV, but two-screening is an incredibly interdependent accompaniment," mentioned Neil Mortensen, Thinkbox research and formulation director.

According to the research, multiscreening increased observation time. When a person was in a room and multiscreening, 64 percent of TV observation sessions lasted longer than 15 minutes, that compares to 47 percent that lasted longer than 15 mins when no second shade was used.

Adding other spectator to the room, 41 percent of observation sessions lasted longer than 15 mins when multiscreening contra 37 percent that lasted longer than 15 mins with no combining activity.

The research appears to reduce concerns by a few that multiscreening might lift spectator concern divided from commercials and reduce ad recognition. The researchers found that assessment participants who were invited to watch TV and use a laptop - and were unknowingly they were being tested on TV ad approval - showed no poignant disparity in the ad approval between people when multiscreening or usually examination TV.

To actions the study, researchers looked at more than 700 hours of footage shot of people in their living bedrooms examination TV. For the study, 23 UK households that use multi-part screens were carefully thought about for a week. A psycho-physiological review of the footage was achieved to look at how viewers intent with programs and commercials. COG used this technique in conjunction with its digital ethnography technique, a lab assessment to analyze ad approval and online research of 2000 people with TV and online access.