Screen Life: How "two-screening" changes our TV viewing

Neil Mortenson
Thinkbox
Rob Ellis
COG Research

Introduction

The way we watch TV has changed dramatically, with the growth of multi-channel and now multi-platform choice, DTRs (Digital TV Recorders), more and better screens, and now the growth in 'two-screening' (using a smartphone, laptop, etc. while watching TV). Each of these changes has affected our viewing and has raised questions about how they impact our relationship with TV programmes and ads.

Alongside this there has been a massive shift in advertising spending, with the traditionally dominant TV medium being challenged and (in the UK) overtaken as lead medium by digital advertising. As a result there has been widespread discussion and speculation about the role and place of TV as a medium and an advertising channel in this fast evolving landscape.