Many media strategists have been so busy bemoaning the demise of the television commercial that they’ve failed to spot a new opportunity: People are combining TV watching and internet use in ways that could be highly valuable to advertisers.
Yes, consumers watch less live TV than in the past and spend more time looking at other screens. And yes, many viewers—nearly 60%, a figure that’s sure to rise—sometimes use their PCs or smartphones simultaneously. But these technologies are not just distractions; our data show that multitaskers often do pay attention to TV ads, and when a product or an offer piques their interest, they go online to learn more.
That finding is crucial for advertisers, who, after all, want consumers not just to absorb commercials but to act in response. If multitaskers are often taking what they see on TV and running to the internet, smart advertisers will be a step ahead, waiting for them there
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