Multi-Screen Viewing Drives Ad Engagement

People who watch TV while using an internet-connected device such as a smartphone or tablet are more likely not to change the channel during the ad break because they are able to “act on what they see immediately,” a new study reveals. More than three-quarters of viewers (81%) are more likely to stay in the room during an ad break or not change the channel if they are multi-screening, according to an independent study for Thinkbox by COG Research, compared to 72% of viewers who stay for the ads but do not use an internet-connected device.

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