Save 50% on a 3-month Digiday+ membership. Ends Dec 12.
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
Meta enters AI licensing fray, striking deals with People Inc., USA Today Co. and more
The platform has secured seven multi-year deals with publishers including CNN, Fox News, People Inc., USA Today Co to incorporate their content into its large language model (LLM) Llama.
European publishers say the Digital Omnibus ‘cookie fix’ leaves them worse off
The European Union’s attempt at a legislative spring clean for Europe’s web of data privacy rules, has landed flat with publishers.
Digiday+ Research Subscription Index 2025: Subscription strategies from Bloomberg, The New York Times, Vox and others
Digiday’s third annual Subscription Index examines and measures publishers’ subscription strategies to identify common approaches and key tactics among Bloomberg, The New York Times, Vox and others.