Study: Second screen for TV prevents flipping, bolting

07/4/2012 | Advertising Age (tiered subscription model)

Using electronic devices while watching television doesn't distract from the shows and ads -- it actually increases engagement, according to a study by the Time Warner Research Council. "People use media to optimize their levels of interest and excitement," says Turner Broadcasting Chief Research Officer Jack Wakshlag. He says that when attention normally flags, viewers might flip channels or turn off the TV, whereas a second-screen social engagement provides an incentive to leave the remote alone.

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