No one reading this blog would be surprised if I stated that people watch television shows on multiple devices. A statement that might intrigue you is that advertisements do not settle in with consumers in the same way across all devices.
Nielsen commissioned a study to be carried out by Hub Entertainment Research to measure how people watched the same five shows and their ability to recall advertisements. Viewers watched the shows: Bones, Family Guy, The Big Bang Theory, Survivor, and Family Feud across televisions, tablets, smartphones, and computers.
After the shows had been viewed, Hub Entertainment Research conducted 15-minute interviews and determined that those watching on televisions had the highest ad-recall percentage at 62, followed by tablets (47%), smartphones (46%) and computers (45%).
Hub also measured “attentiveness” using a scale of 1-10 where 29% of television viewers ranked advertisements in the 8-10 range.
Conclusions were drawn that the study had two primary factors: the size of the viewing screen and the role of multitasking when watching the shows. A mere 7-11% of multitasking was related to the brands featured in ads shown.
Peter Fondulas from Hub Entertainment Research puts it this way, “The more likely culprit for lower ad engagement on smaller screens is an ad delivery approach that doesn’t align well with the expectations, and viewing situations, of consumers watching on mobile devices.”
Simply put, viewers expect to see advertisements on television, that’s all we’ve ever known. Yet, when it comes to viewing video on alternative devices, viewers are less accommodating and accepting of these interruptions.