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Effects of Second Screen on Traditional Television Advertising

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dc.contributor.author Hamrick, Emma
dc.date.accessioned 2017-05-29T21:32:34Z
dc.date.available 2017-05-29T21:32:34Z
dc.date.issued 2016-12
dc.identifier.uri http://hdl.handle.net/11416/330
dc.description.abstract In the media-saturated society present today, the process of multitasking between devices often results in information overload for media consumers. As a result, television viewers frequently tune out traditional television advertising and instead allocate their attention to mobile devices and social media. This use of the second screen is determined by viewers in order to fulfill their perceived media needs. In terms of live sports broadcasts, social media provides a secondary source of statistical information while also functioning as a communication hub that connects sports fans globally. These social sharing platforms enable users to gain insight into other viewer’s opinions and share those of their own. This research presentation outlines the effectiveness of traditional television advertising and the likelihood of engagement with brands over social media platforms in conjunction with game viewing. en_US
dc.publisher Florida Southern College en_US
dc.subject Information overload en_US
dc.subject Social media en_US
dc.subject Second screens en_US
dc.subject Television advertising en_US
dc.title Effects of Second Screen on Traditional Television Advertising en_US
dc.type Thesis en_US


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