TVNewser TVSpy AgencySpy PRNewser SocialTimes AllTwitter AllFacebook InsideFacebook InsideSocialGames InsideMobileApps GalleyCat FishbowlNY FishbowlDC
WTKR/WGNT TV is looking for a News Producer. next job Vidicom is looking for a TV News Writer. next job Bloomberg LP is looking for a Senior Producer. next job KGW is looking for a News Producer. next job WKOW TV is looking for a News Director. next job KOB - TV is looking for a Morning Executive Producer. next job WPIX11 is looking for a Line Producer. next job NBCUniversal is looking for a Producer, WVIT. see all

Study reveals new kind of TV viewer: the “power breaker”

560.ab.zeebox.092612The results of a recent study conducted by VivaKi’s The Pool –and unveiled during Advertising Week – truly demonstrate the need for advertisers to engage with TV audiences on both the first and second screens. The study, titled “Two Screen TV Lane,” included research with two advertisers, including Kraft, and other participants included Viacom, zeebox, Alternate Routes, comScore and Tobii Technology. The research itself included four components: focus groups, eye-tracking, attitudinal analysis, and behavioral analysis.

During the eye-tracking research, participants watched TV while simultaneously using zeebox on a tablet. The participants showed an inclination to engage with additional content during commercials, with over two-thirds of participants focused on their tablets during commercials.

“Every day we are seeing more growth of the second screen from consumers and advertisers,” said Jason Forbes, EVP, zeebox USA. “This research confirms that zeebox’s platform, features and ad products are on track with what consumers and advertisers want – a connective tissue that creates a community of likeminded fans looking for more of a personalized experience that is intuitive, interactive and social. For brands, it’s about highly contextual solutions that further activates their TV investment and allows them to reach a very targeted and engaged audience.”

Here are some notable statistics from the study and here’s the link to the full report:

- 64% of smartphone owners and 70% of tablet owners multi-task while watching TV several times a week or daily
- The average consumer is watching over 5 hours of video per day, an increase of 1 hour per week (+4%) in 2 years
- 40+% of mobile users now report daily usage of a second screen device while watching TV; 29% of viewers report looking up program-related information and 20% report looking up ad-related information while watching TV.

 

 

 

Mediabistro Course

Get $25 OFF Podcasting

PodcastingStarting July 31, learn how to develop and create your own podcast in just a a matter of weeks! In this course you'll learn how to determine the goals of your podcast, pinpoint your concept, contact and book guests, distribute and market your podcast and more. Get $25 OFF with code CLASS25Register now!