The Value of Multiscreening For TV Advertisers

We’re living in the Screen Age; our lives increasingly connected to and extended through smartphones and tablets. So, what does this mean for TV, and the businesses that utilise it as an advertising tool? This was an area of focus for Matt Hill from Thinkbox, at our recent event for brands new to television advertising.


"What we’ve found is that multiscreening is keeping people in the room for longer: people are less likely to leave the room during an ad break; they’re more likely to just stay with the ads while they play."


Despite concerns over how mobile technology may reduce the effectiveness of TV advertising, research indicates that, in fact, the small screen is performing better for online businesses than ever before. So, “how is TV working at driving demand?”, asked Matt.

“I think one of the biggest things today that makes it such a brilliant opportunity is the fact that we’re spending a lot of time multiscreening; according to the IPA Touchpoints survey, 38 minutes a day are spent using other devices while we’re watching TV. This is creating an incredible opportunity to generate an immediate response – people could be seeing an ad and responding to it at that same time on a tablet, or on a mobile phone.”

However, does this not reduce ad recall? Why should businesses be happy about having to share the attention of the viewer with another screen? According to Matt, the concerns are unfounded. “One of things that people often think about with second screening is that, surely, isn’t it detracting from attention? People are less likely to see my ad because they’re actually going to be more focused on the screen in their hand.”

“Well actually, what we’ve found is that multiscreening is keeping people in the room for longer: people are less likely to leave the room during an ad break; they’re more likely to just stay with the ads while they play. We spent a lot of time filming people watching TV and watching ads – what we see is that when an ad that is relevant to them comes on, their attention will move back to the TV screen, and they’ll pick up the message.”

“it’s often activated by music: music’s becoming increasingly important at creating visual upshifts, but second-screening, rather than being a negative aspect of TV, actually has this really positive impact. It gives us the opportunity to drive huge levels of response, and in our study what we did was look at the average response that you can expect.”

“We found that, across a number of different campaigns, on average, for every 100 TVRs, you’re going to generate around 12,000 additional visits to your website. This differs depending on what category you are in: higher interest categories and online businesses tend to generate higher levels of traffic… this gives us a basis to estimate the average level of response through TV – and this isn’t total response, this is response that was occurring within 8-minutes of your ad going out – so we’re talking about the immediate effect.”

However, this immediate response doesn’t tell the whole story: “there’s an effect that lasts longer than that; that sits outside of this 8-minute window. In fact, we found that 50% of all the response you get from TV sits outside of the 3-months after your campaign has finished. Multiscreening just shows the power in generating response within the vicinity of your ad going out.”

If you would like to find out more about the process of launching your business on TV, why not give our team a call on 0800 088 6789, or complete our quick and easy TV planning form.