Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Investors
Contact
APAC APAC
US US UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM Korean Korean
Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Contact Us
APAC APAC
US US UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM Korean Korean
  1. Home
  2. | Resources
  3. | Insights
  4. | New data captures the shift to mobile during major TV events
March 30, 2018 by IAS Team

New data captures the shift to mobile during major TV events

Insights
Mobile & In-App
Share:
New data captures the shift to mobile during major TV events

Based on data and insights provided by Mattia Fumagalli, Senior Data Scientist, and Danny Rathjens Senior Director, Technical Operations at Integral Ad Science.

In today’s advertising environment, advertisers have multiple ways to reach their target audiences. From the old standard of television, to current avenues like mobile and social, there are a lot of channels to choose from. But in order to succeed in advertising today, it is imperative to understand how people consume media. This understanding allows advertisers to develop strategies that take advantage of where and when people are focusing their attention, especially as consumers are shifting to mobile and social channels. 

Given IAS’s collaboration with so many advertisers’ on digital campaigns, we were able to expand on previous research by examining viewers’ internet usage while watching TV. According to eMarketer, “85% of internet users surf the web” while watching TV. While many of these are using the web to find more information about the show they’re watching or to post about it on social media (#thebachelor), 48% of millennials say they use their phone explicitly to avoid watching commercials (often by checking social media). In exploring data for two of TV’s biggest events, the Oscars and football’s most important game, IAS was able to find additional evidence that consumers are tuning out television ads in favor of the internet.  

The graph below shows that during the 2018 Oscars broadcast  a majority of commercial breaks, internet traffic spikes during the start of the commercials, and then drops as soon as the show starts up again. The most likely explanation? People are using their phones/tablets during commercial breaks instead of engaging with television advertising.   

IAS also observed this behavior during football’s biggest game. Despite the hype, and a $5 million dollar price tag for a 30-second television spot, internet traffic still peaks during commercials, suggesting that that’s when people are more engaged with their mobile devices. However, there are few ways that the big game is unique.    

First, there was this year’s “30 seconds of blackness,” where due to a brief equipment failure in the 2nd quarter, viewers saw a black screen, no ads, no game, just a black screen.  Apparently, some people were so surprised that there was nothing playing, they thought their tv was broken. This explains why during this “commercial” break internet traffic actually went down as people tried to “fix” their TVs.

Second, despite viewers typically turning away from commercials, there were times where tv was compelling enough to decrease internet traffic.  IAS analysis suggests that internet traffic dipped nearly 20% during Justin Timberlake’s half time performance. It turns out that even if you don’t like football or commercials, Americans like JT enough to get offline for at least 15 minutes (or maybe they were hoping for another left shark).  

The first step to successful multi-device advertising is understanding where the audience’s attention is.  IAS analysis finds that as audiences shift attention away from tv advertising, there are new opportunities to catch their focus on mobile.  But mobile, and digital as a whole, has its own set of challenges that television doesn’t have to account for.  Viewability, fraud, and brand safety risk aren’t problems typically associated with linear television but they routinely waste digital budgets and imperil brand value.

 Click here to learn more about how IAS provides the data necessary to understand the impact of your mobile advertising efforts.

 

Access the content now.
Download
Access the case study now.
Download
Access the guide now.
Download
Access the research now.
Download
Sign up for insights right to your inbox.
Subscribe now ›

Related Posts

Masters of Media – Azmat Habibulla, Chief Marketing Officer, South Indian Bank
Masters of Media – Azmat Habibulla,…
Learn more ›

September 28, 2022 by IAS Teams

Masters of Media – Tim Whitfield, General Manager of Technology, WooliesX part of Woolworths Group
Masters of Media – Tim Whitfield,…
Learn more ›

September 13, 2022 by IAS Teams

Masters of Media – Joshua Lee, National Head of Digital & Data, Zenith Media Australia
Masters of Media – Joshua Lee, National…
Learn more ›

August 24, 2022 by IAS Teams

Sign up for fresh insights

Solutions

By Product Type

Ad Fraud

Brand Safety & Suitability

Contextual Targeting

Viewability

Efficiency & Optimization

By Channel

CTV & Video

Programmatic

Proprietary Platforms

Mobile & In-App

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

Publishers

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2021 Integral Ad Science, Inc.

Site indexing policy

Privacy policy

Subscription management

Site indexing policy

Privacy policy

Subscription management

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

Download Content

Fill out the form to have this content delivered directly to your email inbox.

Subscribe now

Fill out the form to sign up for the latest and greatest IAS updates— delivered right to your inbox.

Thank you for signing up for the IAS Newsletter.