Around 60% of the time a person is most highly engaged during an evening TV session is in non-TV related activity, according to a new IAB study.
Sourced through Scoop.it from: www.research-live.com
The study shows that "According to the biometric data, around 60% of the time a person is most highly engaged during an evening TV session is in non-TV related activity, such as using a digital device or having a conversation."
“Second screening is ingrained to such a degree that all screens are now equal, there’s no hierarchy, only fragmentation of attention – actually switch-screening is a much more accurate term,” said Tim Elkington, the IAB’s chief strategy officer."
“Furthermore, entertainment is only a small part of the living room media activity. It’s now a multifunctional space where people jump between individual and group activities, be it shopping, social media, emails, work or messaging.”
There is an off button on the TV set? ~What a worrying set of data. For marketers, this lack of focus on any one activity forces our messaging to be crystal clear. There is no room for woolly, wordy or ambiguous campaigns.