Market Research Finds UK Advertisers to Benefit from Rise in Multi-Screening

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29th June 2012 15:03 - Media and PR

An independent study for Thinkbox, the UK’s marketing body for commercial TV, has shown that Britons who watch telly while at the same time using an Internet-connected device (such as a smartphone or tablet) are less likely to change the channel during ad breaks.

More than two thirds of respondents at 81% claimed to be more likely to stay in the room during an ad break or not change the channel if they are multi-screening – the main reason given for this is that they are more able to “act on what they see immediately”.

This compares to 72% of viewers who said they stay put during TV advertisements but do not simultaneously multi-screen with an Internet-connected device.

The study analysed over 700 hours of TV viewing habits gathered from filming 23 homes in the UK for a week. This data was then amalgamated with household surveys and online research from 2,000 people with TV and online access.

Thinkbox’s Research and Planning Director, Neil Mortensen, has said that there is a “huge benefit and opportunity” for brands to tap into the growth of multi-screen viewing amongst the UK public.

He commented: “Not just because it encourages people to watch more TV and more ad breaks - and does not adversely affect ad recognition - but because viewers now have the ability to act on what they see immediately. We’ve always multi-tasked in front of the TV but two screening is an incredibly complementary accompaniment.”

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