The effect of concurrent exposure & synchronized advertising on TV content recall and preference

An experiment by

Hill Holliday &SecondScreen Networks

2012

Read more about the experiment on our blog athttp://bit.ly/two-screen-study

If people feel that their smart phones are more important than paying attention to the road upon which they drive, TV ads don’t stand a chance.

Steven Pickens in a comment on AdAge.comWinter Park, FlMay 25, 2011

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Online simulation of two-screen experience

Test recall and preference for Friends with Kids

3 groups ~180 people each (screened for no prior exposure)

The experiment

Would you recommendit to friends?

Would you watch it yourself?

Recall all key facts from the trailer.

30” trailer no adtwo-screen

30” trailer single screenA

B

30” trailer 10” adtwo-screen

C

Multitasking leads to lower recall of TV content

12% recall15% preference

A B

Synchronized ads lead to higher preference.

8% recall17% preference

B C

Read more about the experiment on our blog athttp://bit.ly/two-screen-study