Much was made of the second-screen activity around the Super Bowl and its commercial breaks this year, with major brands experimenting with app integrations such as Shazam and IntoNow. But according to in-app analytics firm Flurry, the second screen disrupts TV audiences more than it complements the ads, diverting users’ attention away from both ads and content if they’re failing to hold consumers’ attention. That assertion suggests marketers might be better off trying to reach audiences that are less engaged with the “first screen” rather than those who are more engaged.
Flurry believes that the second screen is still largely more disruptive than complementary. If a consumer is not paying attention to the television program in front of her, she is likely using an application to post social updates or play games. For example, if a Super Bowl ad isn’t holding her interest, playing another round of Words with Friends is a likely activity.
Read the full post on Flurry’s Blog.
More in Media
Why Amazon and YouTube pitched operating systems, not just TV inventory at this year’s upfront
Negotiations over identity, infrastructure, AI-driven buying take place as much as programing.
The Economist prepares for a two‑track internet: one for humans and one for AI agents
The Economist is testing agent-readable versions of content that already sits outside its paywall, as it prepares for “two versions of the web.”
Amazon bets creator video podcasts can be the next TV network – if it can fix measurement
Amazon’s Upfront presentation leaned into its podcast offerings, which the company believes are the next generation of TV networks.