Abstract:

Everyone's doing it! Two screening, where we use a smartphone or tablet while watching TV, has become normal behaviour for many. Is it a threat or an opportunity for TV companies, programme makers and advertisers? Are we watching TV more or less, is our attention compromised, and is TV losing its place as a dominant entertainment medium? Thinkbox is the insight arm of the UK TV industry and in 2012 they set out to answer these questions with an authoritative piece of research. They hoped for good news, but feared the worst. This presentation details what they found, and how it shaped the thinking and plans of TV companies, ad and media agencies. The project has generated the most interest and involvement of any Thinkbox project to date and the learning is relevant worldwide.