With more and more of us having a mobile or tablet device within arms reach no matter where we are, you’d think that would give advertisers more opportunities to grab our attention, but the opposite maybe true. With DVR’s we pause live TV and watch it when we want, and more often that not we skip the adverts.
But recent research by Ofcom has found that the living room and live TV is making a surprise come back, with 91% of adults saying they watch TV in their living rooms (up from 88% in 2002), with 25% “Media Meshing” (interacting with the live shows via Twitter, Facebook etc), but most surprising of all is that 90% of TV watched in the living room was live. Although that’s only half the story, as 41% of households have only a single TV now, that’s up from 35% 10 yrs ago (with only 50% of 5-15yr olds now, it was 70% in 2007). While youngsters may now spend more time in the same room, they’re focused on their mobile or tablet device, so they maybe in close proximity, but they’re no engaging or communicating locally.
Below are some interesting stats collected by the Time Warner Media Lab on the effectiveness of advertising and the second screen.