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Study reveals what really happens when people use a second screen

At the Connected TV World Summit, London

In a fascinating keynote at today’s Connected TV World Summit, “How to grab the audience’s attention in a multiscreen world,” Gerald Neumueller, Director of Research, ProSiebenSat.1 Group, revealed the results of an extensive study into second screen viewing habits, a qualitative survey made with people watching TV at home wearing eye-tracking glasses.

The most intriguing statistic articulated the division of people’s attention between various screens, with TV collecting 70%, and other screens, including all mobile devices, a total 25%, leaving a mere 5% towards “ambience” (“which means family and pets are not that interesting as the TV,” Neumueller quipped): 72% of multiscreen viewers, meanwhile, search for TV related content on these devices.

“All of our test subjects were watching the same programme,” Neumueller explained. “The more people are concentrating, the greater the focus on the main screen,” he went on, adding that the proportions shifted in accordance with genre, with blockbuster movies compelling the most attention to the main screen, while reality shows and others compelled the least.

Neumueller also explored effective and ineffective features of advertising, with advertisements that utilise assertive music, address the audience directly, ask questions, make use of protagonists and unusual noises, doing best, and those with demure music and dull clichés doing worst.

 

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