It seems we are all multitasking while watching TV, according to new research. More than 80% of people occasionally go online while watching TV, according to an IAB study. You would think that commercial viewing would go down with this two-screen group, but the research found that it had no effect on commercial viewing.
In fact, multitaskers actually watched commercials more regularly than the population as a whole. That is one reason that TV is also a significant trigger for online search. In this research, it also showed that TV is more of a trigger than Internet ads or email ads.
The multitaskers also had higher message recall. It may be due to the frequency and higher level of engagement. You will be seeing more media crossovers and connections that were never available before. AMC has online components for tablets during special programming–you can deliver twice as many ads and more engagement than ever thought possible.
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