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A Simple Way to Get TV Viewers to Stop Skipping the Ads (timeblogs)
It may be wishful thinking, given the source, but a recent study of TV
viewing habits offers some hope to networks and advertisers used to being on
the losing end of any battle with new technology. It seems that there's an
unforeseen side effect when viewers watch TV while also using so-called
"second screens" (i.e. smart phone, tablet or laptop): They're less likely to
fast-forward through commercials and more likely to respond to audio-centric
ads. To be sure, the findings should be taken with a grain of salt, not only
because the study ("Deconstructing the Multi-Screener") is one of the first to
examine TV viewing habits in this way but also because it was conducted by
Latitude Research with/for Bravo Media. That's Bravo as in Real Housewives and
Top Chef. Which means the cable network has a strong interest in promoting any
research that suggests that a) there are ways to get people to skip fewer ads;
and b) second-screen usage somehow makes certain kinds of ads more compelling.
That said, the well-regarded Latitude Research took a serious quantitative and
qualitative approach to the project, surveying more than 1,000 people about
their viewing habits while also observing ...
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