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

Neil Mortenson and Rob Ellis

This paper considers the threats and opportunities for television advertising presented by multiscreening.

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

Neil MortensonThinkboxRob EllisCOG 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...

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