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Blog | Nielsen Lab Study Finds TV & Digital Need to Work Together

Screen Shot 2015-03-25 at 4.26.37 PM People are still turning on the tube when they are at home, but that doesn't necessarily mean undivided attention. According to a joint study by YuMe, a digital video ad tech firm, and Nielsen, they report that on the average, TV holds a person’s attention 39% of the time, while that number surges to 70% for laptops, 76% for tablets and 77% for smartphones. The experiment revealed that TV has a passive effect once a consumer turns it on and chooses a channel because no additional interaction is needed. This is unlike other devices such as a smartphone which requires interaction if the consumer is seeking out new content. TV attention may be further eroded when consumers are multi-tasking on a second screen (defined as having at least two screens on at the same time). As a result, ads on TV suffered and were only paid attention to 30% of the time, compared to 71% on laptops and 93% on tablets and 100% on smartphones. What are advertisers to do? Paul Neto, director of research at YuMe said, “Despite distraction levels among consumers, it will be important for brand advertisers to continue running campaigns cross-screen, as viewers continue to show they are more attentive on laptops, tablets, and/or smartphones while ‘watching’ TV.” Read the full article by Tyler Loechner, dated February 25, 2015 “Pay Attention to This: TV Engages People Half as Long as Digital, Nielsen Lab Study Finds” at: http://www.mediapost.com/publications/article/244502/pay-attention-to-this-tv-engages-people-half-as-l.html?utm_source=newsletter&utm_medium=email&utm_content=mostread&utm_campaign=80526