What Does That Second Screen Mean for Viewers and Advertisers?

The more screens you have, the more likely you are to engage in media multitasking. To find out what all that means for programmers and advertisers, the Time Warner Medialab conducted a series of studies of multitasking behaviors. On the one hand, advertisers will have to work harder to get and keep people's attention as they flit from screen to screen, the studies suggested. On the other, second-screen apps that complement the TV viewing experience can heighten people's response to the advertising and programming.