Are People Watching TV Ads or Looking at Their Mobile Devices?

There has been a good deal of research lately devoted to TV consumption trends as they relate to increasing adoption of smart devices, and as TV increasingly becomes part of a multi-screen experience. Some signs point to TV multitasking as enhancing the viewing experience: for example, a recent study found that interacting with social media while watching TV drives increased program engagement. But a key question remains: are these viewers watching TV ads or picking up their devices? A new study [pdf] by Symphony Advanced Media sheds some light on this issue. (more…)