Why? The more online activity they do the greater their susceptibility to targeted advertising.
The study, which was published in the journal "Marketing Science," found that this effect was true even after controlling for other factors, such as viewer demographics, income, and product interest. And in an era of streaming shows it may hold additional truth for younger watchers.
The theory? TV viewers who split their attention may become engrossed in their phones (e.g., reading articles, catching up on social media or comparison shopping) to the detriment of a brand's commercial messaging and more receptive to pitches served alongside that activity online thereby creating two points of access.
As viewers increasingly watch traditional live tv while on their mobiles phones or tablets advertisers will see increased opportunities and likely higher conversion rates with their messaging.
