Thinkbox: multi-screening could be the future for TV viewing
Following the release of Thinkbox’s two screen research this morning, the TV body presented the findings of its recent study to an audience of advertisers and media executives in London…
“This sort of behaviour is going to be much more dominant than people wanting to buy into connected TVs,” COG Research’s Phillip Wilson explained during a Q+A session at the “Screen Life: a view from the sofa” event.
Thinkbox conducted research into two screen viewing, which the company is keen to refer to as “multi-screening.”
Contrary to fears of multi screen viewing (combining television with a smartphone, tablet or laptop) being a distraction from television, Rob Ellis, also of COG Research said: “Multi-screening has drawn us closer to TV. Will multi-screening keep us in the room? Yes, it is more likely with a second screen.”
A growing phenomenon
It was quickly acknowledged that despite the recent increase in two-screening, linear TV viewing remains the norm for most people.
However, with over 50% of 16 to 35-year-olds viewing programmes and texting, chatting via IM providers, or using social media platforms such as Facebook or Twitter, for some two screen is an inevitable part of the viewing experience.
The concept was presented as a natural progression from typical television viewing, with COG Research’s Dr Ali Goode affirming that “the introduction of devices hasn’t changed the orientation of the room: the TV is still the main focus.”
Two screen’s growing popularity is attractive for advertisers, as well as beneficial. Statistics presented showed that people were 9% more likely to continue watching TV during ad breaks if they were operating multiple screens.
It is a similar story for TV generally, with 64% watching for over 15 minutes with two or more screens, compared to 47% just viewing television alone.
Natural progression
Thinkbox were keen to emphasise, particularly referring to advertisers, that very little has changed with the emergence of two screening, and it is still developing and taking shape. At the same time, the company pointed out that it is an entirely natural progression from linear TV viewing.
“Viewers see it as a logical extension of their learned behaviour, and broadcasters and advertisers are well placed to build on these relationships,” said Ellis.
Also demonstrated were the ways in which multi-screening is increasing the level of interaction with and between viewers.
In a series of videos, families and individuals who took part in the research professed to two-screening in order to chat with others or use social media to discuss popular shows such as The X Factor and The Voice.
Similarly, participants tended to consult search engines on smartphones and tablets in order to look up details about names and ages of actors in certain programmes.
Ellis added: “Device use is driving interaction, not distraction. There is absolutely no evidence that it [two-screening] reduces attention.
“If we can make it easier we would expect more people to do it. This [the number of those involved in multi-screening] is still a fraction of all of the total volume. Work like this will help us map our way through.”
Keep it simple
Thinkbox ended the event with a word of warning for advertisers courtesy of Neil Mortensen, research and planning director: “Whatever you do, it has to slip seamlessly into their [viewers] lives and not ask anything more.”
Closing the presentation, Lindsey Clay, Thinkbox managing director, summed up the company’s view: “[Two screen] is a builder, an enhancer and a complement to normal TV” whose purpose needs to be established.
Whether it is used for gaming, shopping or interaction, multi-screening has the potential to be a powerful advertising tool in the near future, Clay concluded.