Media companies and marketers are watching the development of social TV closely. But when viewers constantly use their computers or mobile devices during their favorite shows, won’t they wind up seeing less of the show itself?
Advertisers and TV networks shouldn’t worry, a new study suggests.
Interacting with social media on a second screen makes viewers more engaged in programming than if they were watching alone without social media, according to the study by Time Warner Research Council. Instead of distracting viewers, it merely augments the way that they view TV.
via How Social TV Keeps Viewers Engaged | Media – Advertising Age.
