Multi-screen viewing behaviour

This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure.

Multi-screen viewing behaviour

Dr Ali Goode and Neil MortensenLingua Brand and Thinkbox

Viewers have easily adapted to dividing their attention between the television and additional screens and this has benefited TV viewing, according to research from trade body Thinkbox.

In 2010, the marketing industry suddenly seemed to be talking about something called, variously, 'two-screening', 'multi-screening', 'dual-screening' or 'second-screening' – that is, watching TV with a connected device to hand. The fact that no one knew exactly what to call this emerging phenomenon underlined that they knew very little about it.

No-one had a great deal of knowledge about something...

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