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Study: Do Smart Phones Distract from TV?

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Our formal objective for the study was to understand the effect of advertising on a secondary screen during concurrent content consumption of television and mobile content. Read more at http://bit.ly/two-screen-study



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Study: Do Smart Phones Distract from TV?

  1. 1. The effect ofconcurrentexposure &synchronizedadvertising onTV contentrecall andpreferenceAn experiment byHill Holliday &SecondScreenNetworks2012
  2. 2. Read more about theexperiment on our blog athttp://bit.ly/two-screen-study
  3. 3. If people feel that their smart phones aremore important than paying attention tothe road upon which they drive, TV adsdon’t stand a chance.Steven Pickens in a comment on AdAge.comWinter Park, FlMay 25, 2011
  4. 4. The experimentOnline simulation of two-screen experience 1Test recall and preference for Friends with Kids3 groups ~180 people each (screened for no prior 2exposure)
  5. 5. Would you recommendit to friends?Would you watch ityourself?Recall all key factsfrom the trailer.
  6. 6. A 30” trailer single screenB 30” trailer no ad two-screenC 30” trailer 10” ad two-screen
  7. 7. A BMultitasking leads to lowerrecall of TV content 12 % recall 15 % preference
  8. 8. B CSynchronized ads leadto higher preference. 8% recall 17% preference
  9. 9. Read more about theexperiment on our blog athttp://bit.ly/two-screen-study
  • natlider

    May. 26, 2012
  • gracemcdunnough

    May. 19, 2012

Our formal objective for the study was to understand the effect of advertising on a secondary screen during concurrent content consumption of television and mobile content. Read more at http://bit.ly/two-screen-study

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