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New Study Suggests that Second Screen Users Are Less Likely to Fast-Forward Through TV Commercials

11/14/2012 6:14 AM Eastern

In an interesting research study, cable network Bravo has discovered that viewers are less likely to skip commercials if they are also using other devices while watching television.

Says Dave Kaplan, Bravo's VP of research, "TV viewers today are device-happy to say the least, but rather than thinking of these as empty distractions, our research suggests these very well may be productive opportunities to reach viewers while the actual program is airing. There is typically no competing brand messaging on TV, and instead these viewers are seeking out their digital screens – and about one fifth of the time, it was related to the show they were watching.”


Read more here on Realscreen.