Monetizing second screen with holistic viewer insight
Bill Harvey and David Poltrack
TiVo Research and CBS
Second screen usage is concurrent with 32% of TV program viewing, and with 40% of TV commercial viewing. The Socialtasking portion (all electronic socializing modes) lifts commercial recall. The variation in Socialtasking density within specific programs ought to be taken into account in media selection in order to increase ROI experimentally and then programmatically when verified. Program creatives ought to be invited to add layers to their programming via second screen. Advertisers on the main screen should also be on the second screen during the same telecasts/playbacks. Offers are a promising way to add additional monetization in effect adding a lead generation revenue stream to standard television above and beyond existing DRTV.
For the past two broadcast seasons there has been an obvious rise in second screen usage driven by mobile app and form factor developments including the tablet. 70% of the population now has one device or another to participate in concurrent second screen usage while watching television on a TV set or large monitor. Practically everyone so equipped does it every now and then. The average minute of prime time as measured by the most advanced passive fourscreen measurement, SymphonyAM, shows that 32% of such TV viewing is accompanied by second screen viewing during TV program material, increasing 25% to 40% concurrent second screen viewing during TV commercials on the main screen.