The group owner’s engineering VP, Del Parks, says that while strategy and tactics are continually evolving for how to best incorporate desktops, laptops, tablets and smartphones, they are an extension of the station’s brand, “and because eyeballs are definitely there, we have to be there.”
There is no doubt the second-screen TV viewing phenomenon is growing, at least among viewers of a certain age. But what are people really using their additional device for whilst watching the box?
For theater owners and studios, cell phones and tablets are the enemy today, distracting, and often angering, filmgoers. But a contingent of entertainment industry executives sees potential in the second screen inside movie theaters — and says it won’t be long before cinema chains agree.
NEW YORK — NBC Broadcasting Chairman Ted Harbert told advertisers Monday that as more viewers watch programs on platforms other than television, the industry needs to come up with a better measurement system.
NBC Broadcasting Chairman Ted Harbert”The gifts technology gives us also presents several challenges,” Harbert said during NBC’s presentation of its fall schedule to media buyers at Radio City Music Hall. “If we’re going to spend all this money on content, it has to be measured and monetized with a demonstrable return on investment for you folks paying the bills.”
While TVs are used for two-thirds of overall video viewing time among U.S. adult Internet users, and laptops or desktop computers account for another 30%, smartphones and tablet computers are not yet “significant sources” of video viewing in terms of time spent, according to a survey by the Consumer Electronics Association.
Video tends to be viewed from a television set, either an HDTV (44% of viewing time, on average) or a basic, non-HD TV (18%), the CEA found in “The Evolving Video Landscape” study released Monday. Almost one-third of video viewing time is spent using a laptop or notebook computer (16%) or a desktop (14%).
When viewers watch a TV program with a tablet device, they tend to check their email, hunt for sports scores or seek additional information about the show or a commercial they were watching on the big screen.
A new report by Nielsen Co., released Friday, underscores what network television researchers have been preaching for more than a year: that “second screen viewing” appears to augment the TV viewing experience rather than steal away viewers.
Welcome to the new second screen generation.