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Screen Life: the view from the sofa
This event explored the contemporary issue of 2-screening, and exclusively revealed the findings from our new study.
2-screening makes up a fraction of the time people spend watching TV, but it is a very interesting fraction, as everyone is talking about it, but very little is actually known about it. 2-screening has enhanced the TV experience for some and it’s time to look in more depth at exactly what the implications are to advertisers.
'Screen Life: The View from the Sofa' is a new study carried out for Thinkbox by COG Research and designed to help the advertising community understand the context of multi-screening (watching TV and simultaneously using an internet-connected device such as a laptop, smartphone or tablet).
The Screen Life research used a combination of online, in-home and in-laboratory research techniques. It examined over 600 hours of TV viewing gathered from filming the living rooms of 20 multi-screening households in the UK for two weeks. This footage underwent psycho-physiological analysis to examine actual programme and ad break engagement. This was coupled with self-reporting from the households involved using COG's award-winning digital ethnography technique, a laboratory test to examine ad recognition, and online research among 1,000 people with TV and online access.
If you weren’t able to come along or access our live webcast, you can catch up with all the action by watching the event, right here.
00:00 - 05:58
Lindsey Clay, Managing Director of Thinkbox, introduced the morning and gave us an update on the critical stats and facts on TV today.
05:58 - 22:22
Setting the scene for the screen
Neil Mortensen, Research and Planning Director of Thinkbox, told us why this timely analysis was commissioned.
22:22 - 1:23:18
Part 1: Motivations, mechanics &behaviours
Rob Ellis and Dr Ali Goode of COG Research, discussed the key questions that drove the research and how they were addressed. They also looked into some of the main themes and findings that emerged from the study
1:23:18 - 2:08:56
Part 2: Here comes the science…
Dr. Ali Goode and Rob Ellis of COG Research, took us through the results from the lab test. They focussed on the relationship between presence and receptiveness and what this meant for multi-screening and television as a whole.
2:08:56 - 2:29:22
Panel included: Rob Ellis, Dr Ali Goode, Philip Wilson of COG Research and Neil Mortensen. Chaired by Lindsey Clay.
2:29:22 - 2:32:00
Breaking it down
Lindsey Clay summarised the main themes from the study and talked us through what the research findings mean for advertisers and agencies.