Effects of Second Screen on Traditional Television Advertising

Date
2016-12
Authors
Hamrick, Emma
Journal Title
Journal ISSN
Volume Title
Publisher
Florida Southern College
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.
Description
Keywords
Information overload, Social media, Second screens, Television advertising
Citation
DOI
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