The 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. Read more
Posts Tagged ‘research’
We all know that Twitter is a big TV driver, thanks to the open nature of the platform and the company’s relentless efforts to work with the industry. But Facebook has always been a bit of a mystery. The majority of interactions on Facebook are private, and until recently, its search product has been essentially useless. But we all know that Facebook maintains a tremendous reach advantage over Twitter.
It seems like a week doesn’t go by without another second screen study — here’s one from last week — but Nielsen’s reports are watched very carefully within the industry. Nielsen’s Cross-Platform Report (.PDF) is out, and it provides even more solid evidence of the growing proximity and overlap between devices and televisions.
The consumer research house GfK MRI has released one of the best second-screen studies we’ve seen about tablet usage, breaking down the multitasking phenomenon in some detail. The study concluded that 63% of tablet owners multitask in front of TV at least once a week, and 41% of total tablet time is spent in front of TV — the most popular multitasking activity. Millennials top the list of the most active TV multitaskers, but the activity is rather pervasive across all demographics:
I don’t know about you, but the rapid growth of tablets has been mind-boggling. They’re the fastest-growing consumer electronics device ever made: 31% of online Americans now own a tablet, more than doubling the ownership rate from October of last year (14%). Nearly half (45%) of online consumers told the Consumer Electronics Association that they expect to purchase a tablet within the next two years, and tablets are the #1 “most wanted gift” for adults this holiday season, according to the CEA survey released this week. Read more
GetGlue’s evolution and growth continues to impress. The social TV company, which recently launched “GetGlue HD” for iPad has put together some very interesting data on comparing their primetime, scripted TV conversations and buzz to Twitter’s. At the end of their analysis they conclude that “the data is clear: for primetime scripted TV, more fans choose GetGlue.” Here’s what they found. Read more