TV Viewers Are More Engaged When Watching Multiple Screens
There has been much concern about how effective television is with those who are watching TV while also engaged with other screens. So many viewers now sit in front of their television with a laptop, tablet smart phone or a combination in front of them. The logic would seem to be that such multi-tasking would distract the viewer from their television viewing.
But research indicates that’s not true. In fact television engagement actually goes up when viewers are watching multiple screens. A study by Time Warner Research Council, using biometric monitoring and eye tracking, discovered that television engagement when watching with a friend over social media was 1.3 times greater than watching without social media.
“When they find something engaging on the TV, they pay attention’” stated Jack Wakshlag, chief research officer for Turner Broadcasting, a Times Warner unit who collaborated with the research council. “When their interest wanes, in the absence of a second screen they could change the channel, get up, read a magazine, etc. With a second screen that allows live social engagement, they have more reason to stay on-channel with their friend.”
And just as important to marketers is that the researchers found the increased engagement when involved in social media while watching television was true for commercials as well as programming.
So the consternation among healthcare marketers over the multi-tasking by television viewers can cease. Social TV proves to be an asset instead a liability.