Dangers of the Distractions for AdvertisersIn 2011, another study was published, put out by the YuMe ad network and the Interpublic group, focused on distractions and what behaviors were able to pull a viewer’s attention away from the TV, and therefore from ads. The basic purpose of the study was to learn which distraction media was most often used at the same time as watching TV.

Findings concluded that the biggest source of distraction was the mobile phone. Over 60% of the sample group used their phone while watching TV – not just to make or receive phone calls, but also to send texts, surf the internet and check email..

The next largest distraction group was the laptop at 33%. The groups conducting the studies summarized their findings by saying, “Smartphones are a persistent companion to video content.”

It’s important to note that viewers are not using phones instead of watching TV, but alongside viewing – a companion device, a second screen to the experience.

Advertisers, networks, smartphone app developers, and other cable-connected companies have to embrace the opportunities available to them – linking video content with smartphone and internet possibilities.