Only 50% of UK online adults now say the TV set is the focal point of their living room, according to a new in-depth study from the Internet Advertising Bureau UK (IAB).
The study additionally revealed that the traditional assumption that people cram non-TV related behaviour into the ad breaks is no longer valid.
For example, the incidence of checking emails is consistent during TV programmes and ad breaks (both 34%) whilst texting or Instant Messaging is only 1% higher during the ad break than the programme. The device tracking showed, overall, there was actually more online activity per minute during a programme than an ad break.
During TV programmes, over one third (34%) check emails, 31% Instant Message or text and 25% shop online. Overall, the study found that, 70% report they ordinarily use a connected device whilst watching TV a figure this rises to 87% of 16-34s, with multi device activity peaking between 6-9pm.
The biometric data revealed that about 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 talking to someone.
Ian Forrester (Unruly), Germaine Ng Ferguson (StarHub) and Graeme Hutcheson (Sky Adsmart) will be among the panellists discussing ‘future models to maximise advertising revenues’ at at this year’s TV Connect (26th – 28th April 2016 ExCeL, London)