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Second screening threatens TV ad revenue

21 Aug 2012 10:15 BST Back
Second screening threatens TV ad revenue
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Around two-thirds (68%) of consumers who use mobile or table devices while watching TV don’t want to receive targeted advertising related to programmes or products shown on TV. 

A new report from Deloitte reveals that the rise of second screening is a source of excitement and concern for the TV advertisers and marketers.

Nearly a quarter of all respondents (24%) use second screens. Young people are the most active second screening, with nearly half of all 16-24 year olds using social media and instant messaging to discuss TV programmes they’re watching. 

Older consumers are less enthusiastic to talk about TV programmes online. The vast majority of over 55s (79%) never talk about what they’re watching on TV on the internet.

There is muted appetite for interaction with TV programmes. Only one in 10 people browse the internet for information about the programme they are watching. 

However, viewers are less keen to interact with the programme, with only 40% saying they’d like to be able to send their comments in to a live programme. 

Paul Lee, director of technology, media and telecommunications research at Deloitte, says: “Second screening may well end up with a similar status as eating in front of the TV: an everyday experience for some; absolutely unthinkable for others. One thing is certain: it is here for good.”

A third of the respondents said they frequently browsed the web while watching TV. 

“This might be a brand new technology-enabled distraction or it might simply represent the swapping of an analogue distraction for a digital one… Time spent on these may be a substitute for reading newspapers and magazines, or looking through catalogues.”

Investing in second screen content is likely to reduce resources for the first screen, television content. So programme makers face a predicament. Should they invest all their funds and creative energies in making main screen content as good as possible? Or should they blend the first and second screen experience, creating more impact in the currency of additional or more attentive viewers, and therefore greater revenue potential?

Lee concludes: “The challenge for second screen content today is that it is likely to be relatively expensive as we are still in an experimental, bespoke phase. Every pound spent on second screen content may be a pound diverted from the first screen; in order to justify the investment content creators need to get the balance right between all screens.”

Posted by 

Smarayda Christoforou

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