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Study: Do Smart Phones Distract from TV?
9
The effect of concurrent exposure & synchronized advertising on TV content recall and preference An experiment by Hill Holliday & SecondScreen Networks 2012
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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
Transcript of Study: Do Smart Phones Distract from TV?
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
